The Track of Brain Activity during the Observation of TV Commercials with the High-Resolution EEG Technology

• Published in: Computational Intelligence and Neuroscience Vol. 2009; no. 1; pp. 102 - 108
• Main Authors: Astolfi, Laura, Vecchiato, Giovanni, De Vico Fallani, Fabrizio, Salinari, Serenella, Cincotti, Febo, Aloise, Fabio, Mattia, Donatella, Marciani, Maria Grazia, Bianchi, Luigi, Soranzo, Ramon, Babiloni, Fabio
• Format: Journal Article
• Language: English
• Published: United States Hindawi Limiteds 2009; Hindawi Publishing Corporation; John Wiley & Sons, Inc
• Subjects: Beer; Brain; Commercials; Datasets; Electroencephalography; Inverse problems; Medical imaging; Methods; Neuroimaging; Observations; Physiological aspects; Psychological aspects; Standard scores; Television advertising; Italy; Rome Italy
• ISSN: 1687-5265; 1687-5273; 1687-5273
• DOI: 10.1155/2009/652078

We estimate cortical activity in normal subjects during the observation of TV commercials inserted within a movie by using high-resolution EEG techniques. The brain activity was evaluated in both time and frequency domains by solving the associate inverse problem of EEG with the use of realistic head models. In particular, we recover statistically significant information about cortical areas engaged by particular scenes inserted within the TV commercial proposed with respect to the brain activity estimated while watching a documentary. Results obtained in the population investigated suggest that the statistically significant brain activity during the observation of the TV commercial was mainly concentrated in frontoparietal cortical areas, roughly coincident with the Brodmann areas 8, 9, and 7, in the analyzed population.