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

Computational Intelligence and Neuroscience. 2016;2016 DOI 10.1155/2016/3795325

 

Journal Homepage

Journal Title: Computational Intelligence and Neuroscience

ISSN: 1687-5265 (Print); 1687-5273 (Online)

Publisher: Hindawi Limited

LCC Subject Category: Medicine: Medicine (General): Computer applications to medicine. Medical informatics | Medicine: Internal medicine: Neurosciences. Biological psychiatry. Neuropsychiatry

Country of publisher: United Kingdom

Language of fulltext: English

Full-text formats available: PDF, HTML, ePUB, XML

 

AUTHORS


Giulia Cartocci (Department of Molecular Medicine, Sapienza University of Rome, Viale Regina Elena 291, 00161 Rome, Italy)

Patrizia Cherubino (BrainSigns srl, Via Sesto Celere 7c, 00152 Rome, Italy)

Dario Rossi (BrainSigns srl, Via Sesto Celere 7c, 00152 Rome, Italy)

Enrica Modica (BrainSigns srl, Via Sesto Celere 7c, 00152 Rome, Italy)

Anton Giulio Maglione (BrainSigns srl, Via Sesto Celere 7c, 00152 Rome, Italy)

Gianluca di Flumeri (BrainSigns srl, Via Sesto Celere 7c, 00152 Rome, Italy)

Fabio Babiloni (Department of Molecular Medicine, Sapienza University of Rome, Viale Regina Elena 291, 00161 Rome, Italy)

EDITORIAL INFORMATION

Blind peer review

Editorial Board

Instructions for authors

Time From Submission to Publication: 20 weeks

 

Abstract | Full Text

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 1) and the influence of the factor age on a chewing gum commercial (Experiment 2). Experiment 1 results showed statistically significant higher approach values for the men group throughout the commercial. Results from Experiment 2 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.