Fu Jialin, Li Xihang, Zhao Xi, Zhang Keyi, Cui Nan
College of Economics and Management, Zhengzhou University of Light Industry, Zhengzhou, China.
Economics and Management School, Wuhan University, Wuhan, China.
Front Psychol. 2022 Mar 14;13:825768. doi: 10.3389/fpsyg.2022.825768. eCollection 2022.
A large number of scholars have conducted detailed studies on the effectiveness of commercial advertising by using neuroimaging methods, but only a few scholars have used this method to study the effectiveness of public service announcements (PSAs). To research the relationship between the effectiveness of PSAs and the audience's implicit awareness, functional near-infrared spectroscopy (fNIRS) was employed to record the neural activity data of participants in this study. The results showed that there was a correlation between activation of dorsolateral prefrontal cortex (dlPFC) and the effectiveness of PSAs; The activation of the dlPFC could also be used as an indicator to represent the appeal of advertising content. The results means that neuroimaging tool can also be used to investigate the effectiveness of PSAs, not just commercial advertisements and a few PSAs study, and that neural activity can predict and improve the effectiveness of PSAs before they are released.
大量学者运用神经成像方法对商业广告的效果进行了详细研究，但仅有少数几位学者采用此方法研究公益广告（PSA）的效果。为探究公益广告效果与受众隐性认知之间的关系，本研究采用功能近红外光谱技术（fNIRS）记录参与者的神经活动数据。结果表明，背外侧前额叶皮层（dlPFC）的激活与公益广告的效果之间存在相关性；dlPFC的激活也可作为表征广告内容吸引力的一项指标。研究结果意味着神经成像工具不仅可用于调查商业广告和少数公益广告的效果，还能用于研究公益广告的效果，并且神经活动能够在公益广告发布前预测并提高其效果。
