AI Article Synopsis
- The study examined how the brain responds to watching commercial videos by measuring cortical activity and changes in brain connectivity in healthy subjects.
- Researchers used high-resolution EEG recordings to analyze brain activity during both standard commercials and emotional advertisements, focusing on specific brain regions aligned with Brodmann areas.
- Findings indicate that the orbitofrontal circuits, linked to the perception of reward and value, show varying levels of engagement over time while watching these videos.
Article Abstract
We investigated the behaviour of the brain during the visualization of commercial videos by tracking the cortical activity and the functional connectivity changes in normal subjects. High resolution EEG recordings were performed in a group of healthy subjects, and the cortical activity during the visualization of standard commercial spots and emotional spots (no profit companies) was estimated by using the solution of the linear inverse problem with the use of realistic head models. The cortical activity was evaluated in several regions of interest (ROIs) coincident with the Brodmann areas. The pattern of cortical connectivity was obtained by using the partial directed coherence (PDC) and investigated in the time and frequency domains, in the principal four frequency bands, namely the theta (4-7 Hz), the alpha (8-12 Hz), the beta (13-30 Hz) and the gamma (above 30 Hz). Results suggest a time-varying engagement of the orbitofrontal circuits that is thought to be involved in the reward value of the stimuli.
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| http://dx.doi.org/10.1109/IEMBS.2006.260485 | DOI Listing |
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