THE QUANTITATIVE EVALUATION OF TELEVISION ADVERTISEMENT BY USING ELECTROENCEPHALOGRAM (EEG)

Abstract

This study has investigated a psycho-physiological response to various TV advertisements by analyzing EEG (electroencephalogram). In particular, it was hypothesized that the brain wave would show different pattern depending upon the advertisement styles such as `information-transferring ` and `emotion-evoking`. Ten healthy males participated in the experiment. EEG signal was extracted from six lobes such as right and left frontal, right and left occipital, right and left temporal while a subject was watching TV advertisements. Alpha and beta relative power spectrum, and beta/alpha parameter were calculated to compare two kinds of advertisement each other. The result of EEG analysis showed that the significant difference was found in left frontal and right occipital lobe between two advertisements in terms of beta/alpha parameter. The current method showed the possibility of quantitative analysis of advertisement. The more the relationship between consumer’s behavior and EEG response can be found, the more such information can be applied for an effective advertisement and successful marketing.