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观看电视广告时与性别和年龄相关的影响：一项脑电图研究。

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

作者信息

Cartocci Giulia, Cherubino Patrizia, Rossi Dario, Modica Enrica, Maglione Anton Giulio, di Flumeri Gianluca, Babiloni Fabio

机构信息

Department of Molecular Medicine, Sapienza University of Rome, Viale Regina Elena 291, 00161 Rome, Italy.

BrainSigns srl, Via Sesto Celere 7c, 00152 Rome, Italy; Department of Economics and Marketing, IULM University, Via Carlo Bo 1, 20143 Milan, Italy.

出版信息

Comput Intell Neurosci. 2016;2016:3795325. doi: 10.1155/2016/3795325. Epub 2016 May 26.

DOI:10.1155/2016/3795325
PMID:27313602
原文链接:https://pmc.ncbi.nlm.nih.gov/articles/PMC4899608/
Abstract

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.

摘要

本文的目的是展示脑电图额叶皮质不对称性的变化如何与观看电视广告时的总体评价相关，特别是考虑性别和年龄对其的影响。具体而言，我们研究了性别对汽车广告感知的影响（实验1）以及年龄因素对口香糖广告的影响（实验2）。实验1的结果显示，在整个广告过程中，男性组的趋近值在统计学上显著更高。实验2的结果显示，老年人对该广告片段的评价显著较低，因为其中包含他们不太喜欢的场景。在两项研究中，实验人群在与产品展示相关的场景方面没有统计学上的显著差异，这表明在我们的研究中，被评估人群对特定产品不存在偏见。这些证据表明了广告中创造力的重要性，以便吸引目标人群。

https://cdn.ncbi.nlm.nih.gov/pmc/blobs/54f4/4899608/37d053a0a8da/CIN2016-3795325.006.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/54f4/4899608/3e73b86176ec/CIN2016-3795325.001.jpg
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https://cdn.ncbi.nlm.nih.gov/pmc/blobs/54f4/4899608/3e73b86176ec/CIN2016-3795325.001.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/54f4/4899608/3dacf01e5167/CIN2016-3795325.002.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/54f4/4899608/73292309d920/CIN2016-3795325.003.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/54f4/4899608/3ce8f7d3b056/CIN2016-3795325.004.jpg
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https://cdn.ncbi.nlm.nih.gov/pmc/blobs/54f4/4899608/37d053a0a8da/CIN2016-3795325.006.jpg

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