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Ads on the Brain: a neuro-imaging comparison of cognitive and affective advertising stimuli

Investigation into where the brain responds to affective and cognitive advertising stimuli. Paper by T Ambler, A Ionnides, S Rose

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Subjects were exposed to brand advertising whilst patterns of neural activity were being recorded by magnetoencephalography (MEG),a non-invasive technique which provides brain images for later analysis.

The hypotheses were, first that more effective ads would be distinguished from more cognitive ads by observable, distinct brain activations and second that the affective sections of the ads would stimulate those parts of the brain shown to be associated with affect in previous neuroscience research unconnected with advertising.

The hypotheses were broadly supported.

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