Advertising Industry
Industry: Email Alert RSS FeedThe Super Bowl's real winners.(Viewpoint)(Brief Article)
Advertising Age, February, 2006
We have now completed our analyses on the functional magnetic-resonance-imaging data from five healthy volunteers that were studied last night at the UCLA Brain Mapping Center while they were watching Super Bowl ads. We tested a total of 24 ads, 21 Super Bowl ads and three "test ads'' that were previously shown.
Our results show that the overwhelming winner among the Super Bowl ads is the Disney-NFL "I am going to Disney'' ad. The Disney ad elicited strong responses in orbito-frontal cortex and ventral striatum, two brain regions associated with processing of rewards. Also, the Disney ad induced robust responses in mirror neuron areas, indicating identification and empathy. Further, the circuit for cognitive control, encompassing anterior cingulate cortex and...
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