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Investigating the Effect of Emotional Advertising on Brain Waves: An Experimental Study
Alireza Elahi , Hossein Akbari yazdi , Yaghoub Mohamadi *
Department of Sport Management, Faculty of Sports Sciences, University of Kharazmy, Tehran, Iran , ymohamadi33@yahoo.com
Abstract:   (81 Views)
Introduction: This study was designed to examine the effect of emotional advertising on brain wave activity in different brain regions. Materials and Methods: The study sample consisted of 20 male students from Kharazmi University, aged 18 to 35, who were randomly selected. The stimuli used in this study consisted of 50 banner advertisements with emotional appeal, which were presented to participants randomly for 6000 milliseconds with a 2500-millisecond fixation (+) between each image. Electrophysiological data were recorded using an EEG device, and brain waves, including alpha, beta, theta, and gamma, were analyzed in different brain regions. Results:The findings of the study showed that emotional advertising had a significant effect on brain wave activity in different brain regions. Repeated measures ANOVA revealed significant differences in brain wave activity patterns between brain regions. Specifically, the occipital region exhibited the least amount of activity compared to other regions. The highest activity of alpha, beta, and gamma waves was observed in the central region, while the highest activity of theta waves was seen in the frontal region. This brain activity pattern indicates the specialization of different brain areas in processing emotional and cognitive information. Conclusion: The findings suggest that emotional advertising can induce significant changes in neural activity associated with emotional information processing. In particular, activation of the frontal and central regions of the brain can serve as an indicator of the effectiveness of emotional advertising in attracting attention and eliciting positive emotional responses in the audience.
Keywords: Advertisement, Attention, Cognition, Electroencephalography
Full-Text [PDF 1567 kb]   (31 Downloads)    
Type of Study: Research --- Open Access, CC-BY-NC | Subject: Cognitive Neuroscience
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مجله علوم اعصاب شفای خاتم The Neuroscience Journal of Shefaye Khatam
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