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Computational Intelligence and Neuroscience
Volume 2016 (2016), Article ID 3795325, 10 pages
http://dx.doi.org/10.1155/2016/3795325
Research Article

Gender and Age Related Effects While Watching TV Advertisements: An EEG Study

1Department of Molecular Medicine, Sapienza University of Rome, Viale Regina Elena 291, 00161 Rome, Italy
2BrainSigns srl, Via Sesto Celere 7c, 00152 Rome, Italy
3Department of Economics and Marketing, IULM University, Via Carlo Bo 1, 20143 Milan, Italy
4Department of Anatomical, Histological, Forensic & Orthopedic Sciences, Sapienza University of Rome, Piazzale Aldo Moro 5, 00185 Rome, Italy

Received 15 December 2015; Revised 5 April 2016; Accepted 5 May 2016

Academic Editor: Hasan Ayaz

Copyright © 2016 Giulia Cartocci et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

The aim of the present paper is to show how the variation of the EEG frontal cortical asymmetry is related to the general appreciation perceived during the observation of TV advertisements, in particular considering the influence of the gender and age on it. In particular, we investigated the influence of the gender on the perception of a car advertisement (Experiment ) and the influence of the factor age on a chewing gum commercial (Experiment ). Experiment results showed statistically significant higher approach values for the men group throughout the commercial. Results from Experiment showed significant lower values by older adults for the spot, containing scenes not very enjoyed by them. In both studies, there was no statistical significant difference in the scene relative to the product offering between the experimental populations, suggesting the absence in our study of a bias towards the specific product in the evaluated populations. These evidences state the importance of the creativity in advertising, in order to attract the target population.