Abstract
The purpose of this study is to analyze effects of advertisements featuring sports stars by using data gained through a program to digitize the Quantitative Electroncephalograph recorded in 19 channels. Therefore, differences of EEG changes between when watching a general product commercial showing a sports star and when watching a sports product advertisement featuring him/her are analyzed based on the EEG in the resting period of 10 subjects. For the EEG electrode arrangement, 2 electrodes (Fqz and Oz) are added to 19 ones (Fp1, Fp2, F7, F8, F3, F4, Fz, T3, T4, C3, C4, Cz, T5, T6, P3, P4, Pz, O1, and O2) according to internationally unified 10-20 formula, so a total of 21 ones are arranged. The findings are as follows: 1. Changes of 5 area bands such as delta wave, theta wave, alpha wave, beta wave and gamma wave are analyzed to measure variations of subjects` EEGs in resting and watching general and sports advertisement featuring a sports star, but a significant difference can be found only between delta and alpha wave. In particular, advertisements of experiment stimuli are not seemed to significantly affect retrospection or recognition given the fact that there are no differences among awakening waves such as beta wave and gamma wave, and negative value is shown in delta wave engaging in meditation and memory. 2. From the decipherment of Montage Default which analyzes EEGs of each subject participating in the experiment, as pictures, it is found that the advertisements are not acted as stimuli according to individuals, but rather advertisement stimuli are capable of returning them into resting state, though this is not significantly different from the conclusion 1.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
