Patterns of Cortical Activity Related to Public Service Announcements and Commercial Advertisements

Abstract

The purpose of this Chapter is to illustrate the potential of the high resolution EEG techniques when applied to the analysis of brain activity related to the observation of TV commercials and Public Service Announcements (PSAs) to localize cerebral areas mostly involved. In particular, we want to describe how, by using appropriate statistical analysis, it is possible to recover significant information about cortical areas engaged by particular scenes inserted within the video clip analyzed. The brain activity was evaluated in frequency domain by solving the associate inverse problem of EEG with the use of realistic head models. Successively, the data analyzed were statistically treated by comparing their actual values to the average values estimated during the observation of the documentary.