The overall goal of this electroencephalographic, heart rate, and galvanic skin response assessment is to study and measure the unconscious neurophysiological perception of advertising and, particularly, of public service announcements.This method can help us come up with key questions in the neuroscience field, such as the assessment of the cognitive and emotional reaction to advertising as well as its impact in the population subgroups.The main advantage of this technique is that it enables the measurements of neurophysiological unconscious, reactions to the stimuli, and obtains significant results, even with a number of participants lower than that required in traditional marketing researches.Describing and illustrating the procedure would be Anton Giulio Maglione and Enrica Modica, which are out two bioengineering researcher in my lab, as well as Myriam Carat