정보전달형 TV광고와 감성유발형 TV광고의 뇌파반응 비교

Abstract

This study has investigated psychological responses to variou s TV advertisements by using EG(electroencephalogram). In particular, it was assumed that the brain wave dvertisement that could be categorized into two such as 'information transfer' type and 'emotional reaction' type. Ten healthy males participated in the experiment. EG sig nal was extracted from tal, right and left temporal while the subjects were watching TV advertisements. Alpha and b eta relative power spectrum, and beta/alpha paramet er were calculated to compare t w o k i n d s o f e was used to examine subject's response by using adjective words and preference test . In result, significant diferences were found in left frontal and right ocipital lobe in terms of beta/alpha erent preference betwen two advertisements. It was shown that the curent metho d could analyze the brain reaction to advertisement quantitatively, that presented the posibility of using it to marketing research.