Abstract
Advertising broadcast within the scope of conducted social campaigns is usually intended to shape certain attitudes about important social challenges. One of the manners for verifying the effectiveness of advertisements refers to the examination of recipients’ reactions, verification whether a certain threshold for means of expression has been achieved. With that regard the advertisement promoting electrical energy saving and its supplier has been analyzed. Cognitive neuroscience techniques, such as EEG, GSR and HR have been used. Individual shots of the advertising spot were verified with regard to their impact on interest, remembering and emotions of the recipient.
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