Gender and Age Related Effects While Watching TV Advertisements: An EEG Study.
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.
Department of Molecular Medicine, Sapienza University of Rome, Viale Regina Elena 291, 00161 Rome, Italy.
Giulia
G
Cartocci
BrainSigns srl, Via Sesto Celere 7c, 00152 Rome, Italy; Department of Economics and Marketing, IULM University, Via Carlo Bo 1, 20143 Milan, Italy.
Patrizia
P
Cherubino
BrainSigns srl, Via Sesto Celere 7c, 00152 Rome, Italy.
Dario
D
Rossi
BrainSigns srl, Via Sesto Celere 7c, 00152 Rome, Italy.
Enrica
E
Modica
BrainSigns srl, Via Sesto Celere 7c, 00152 Rome, Italy.
Anton Giulio
AG
Maglione
BrainSigns srl, Via Sesto Celere 7c, 00152 Rome, Italy; Department of Anatomical, Histological, Forensic & Orthopedic Sciences, Sapienza University of Rome, Piazzale Aldo Moro 5, 00185 Rome, Italy.
Gianluca
G
di Flumeri
Department of Molecular Medicine, Sapienza University of Rome, Viale Regina Elena 291, 00161 Rome, Italy; BrainSigns srl, Via Sesto Celere 7c, 00152 Rome, Italy.
Fabio
F
Babiloni
D000328:Adult; D000329:Advertising; D000375:Aging / Q000502:physiology*; D000704:Analysis of Variance; D058256:Brain Waves / Q000502:physiology*; D004569:Electroencephalography; D005260:Female; D006801:Humans; D008297:Male; D008875:Middle Aged; D010775:Photic Stimulation; D012727:Sex Characteristics; D012815:Signal Processing, Computer-Assisted; D011795:Surveys and Questionnaires; D014796:Visual Perception / Q000502:physiology