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首页> 外文期刊>Computational intelligence and neuroscience >Gender and Age Related Effects While Watching TV Advertisements: An EEG Study
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Gender and Age Related Effects While Watching TV Advertisements: An EEG Study

机译：观看电视广告的性别和年龄相关效果：脑电图

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摘要

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.
机译：本文的目的是展示脑电图额叶不对称的变化如何与观察电视广告期间感知的一般欣赏有关，特别是考虑到性别和年龄对其的影响。特别是，我们调查了性别对汽车广告（实验1）的看法的影响以及因子时代对口香糖商业（实验2）的影响。实验1结果在整个商业中对男性组的统计上显着的更高方法。实验2的结果表现出了老年人的较低价值，占据了他们不太享受的场景。在这两项研究中，现场没有统计学显着差异相对于实验群体之间的产品，表明我们对评估人口中的特定产品的偏差的研究。这些证据说明了广告创造力的重要性，以吸引目标人口。

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