Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

The evaluation of advertising, products, and packaging is traditionally performed through methods based on self-reports and focus groups, but these ...

Sapienza University of Rome

Natural dietary components are evolutionary-selected molecules able to control inflammation and cancerous transformation and progression. Because many studies assessed the beneficial properties of key molecules extracted from grapes, we aimed at investigating the properties of Liofenol™, a natural red wine lyophilized extract, devoid of alcohol and composed by a miscellaneous of components (polyphenols, flavonoids, anthocyanins). We proved that the colon cancer cell line HCT116 responded to Liofenol™ treatment by reducing their proliferation, in association with an increase of p53 and p21 cell cycle gate keepers. Liofenol™ increased dihydroceramides, sphingolipid mediators involved in cell cycle arrest and reduced proliferation rate. We observed a strong induction of antioxidant response, with the activation of the transcriptional factor Nrf2, involved in redox homeostasis and differentiation, without altering tumor sensitivity to chemotherapy. Liofenol™ induced an important morphology change in HCT116 cells, migration inhibition, undifferentiated stem/stem-like cells markers downregulation, and E-cadherin downregulation, interested in epithelia to mesenchymal malignant transition. We conclude that lyophilized grape extract, at dose comparable to putative dietary doses, can activate molecular pathways, involving Nrf2 signaling and the modulation of structural and signaling sphingolipid mediators that cooperate in promoting differentiation and reducing proliferation of digestive tract cancer cells.

Natural grape extracts regulate colon cancer cells malignancy.

In this paper we measured the neuroelectrical and the eye-movements activities in a group of 27 healthy subjects during their visit of a fine arts gallery in which a series of masterpieces of the Italian painter Tiziano Vecellio (also known as Titian, 1488-1576) were shown. The pictures chosen for the visit were 10 portraits and 10 of religious subjects. Each picture was observed for a minute. A mobile EEG device with an eye-tracker was used for this experiment. Evaluation of the appreciation of the pictures was performed by using the neuroelectrical approach-withdrawal index (AW). High value of AW means high appreciation of the picture. The number of eye fixations performed by the subjects during the observation of the pictures was also analyzed. Results showed that in the examined group the AW index was significant higher during the observation of portraits than during the observation of the religious subjects (as resulted from an ANOVA performed on AW index, with a p<;0,007). Interestingly, the average AW index estimated in the first 20 seconds of the observation of the pictures remains highly correlated with the AW index evaluated for the second part of the data (from 20 s to one minute) for all the 20 pictures examined (r = 0,82, p<;0,0001). In addition, the number of eye fixations performed by the subjects in the first 5 or 10 seconds of observation of the pictures that were most appreciated are significantly higher than the number of eye fixations performed on pictures that subjects did not like (p<;0,048 and p<;0,0018, respectively). Such difference vanishes if the entire period of observation of the pictures of one minute is used (p = 0,54). Taken together, such results seem to suggest that the neuroelectrical correlates of the perception of "good" or "bad" pictures are rapidly formed in our brain, within the first 10-20 seconds from the exposition to the picture.

The first impression is what matters: a neuroaesthetic study of the cerebral perception and appreciation of paintings by Titian.

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.

Gender and Age Related Effects While Watching TV Advertisements: An EEG Study.

Tobacco use is the leading cause of preventable death and smoking-related illness worldwide. Research has shown that antismoking advertising may help reduce this habit. Nowadays, public service announcements (PSAs) are considered "Effective" or "Ineffective" on the base of official reports concerning behavioral/attitudinal changes toward healthier patterns and health-related savings following the exposure to the PSA. In this pilot study, we described the results of the use of three neurometric indexes for the evaluation of the efficacy of a couple of antismoking PSAs in a reduced sample of voluntary participants. The study applied the gathering of the electroencephalographic (EEG) rhythms variations, as well as the heart rate (HR) and galvanic skin response (GSR). The neurometric indicators here employed were the Approach-Withdrawal (AW), the Effort (EfI) and the Emotional (EI) indexes. Results suggest a significant higher values for AW, Effort and Emotional indexes (p=0,02; p= 0,03 and p= 0,01 respectively) related to the perception of the "Effective" antismoking PSAs against the perception of the "Ineffective" one. Since this is a pilot study, the results obtained need further investigation, in terms of enlarged stimuli sample and number of participants to provide indications concerning the relevant features to be included in the realization of effective anti-smoking PSAs.

A pilot study on the neurometric evaluation of "effective" and "ineffective" antismoking public service announcements.

In this study, the cortical activity correlated with the perception and appreciation of different set of pictures was estimated by using neuroelectric brain activity and graph theory methodologies in a group of artistic educated persons. The pictures shown to the subjects consisted of original pictures of Titian's and a contemporary artist's paintings (Orig dataset) plus two sets of additional pictures. These additional datasets were obtained from the previous paintings by removing all but the colors or the shapes employed (Color and Style dataset, respectively). Results suggest that the verbal appreciation of Orig dataset when compared to Color and Style ones was mainly correlated to the neuroelectric indexes estimated during the first 10 s of observation of the pictures. Always in the first 10 s of observation: (1) Orig dataset induced more emotion and is perceived with more appreciation than the other two Color and Style datasets; (2) Style dataset is perceived with more attentional effort than the other investigated datasets. During the whole period of observation of 30 s: (1) emotion induced by Color and Style datasets increased across the time while that induced of the Orig dataset remain stable; (2) Color and Style dataset were perceived with more attentional effort than the Orig dataset. During the entire experience, there is evidence of a cortical flow of activity from the parietal and central areas toward the prefrontal and frontal areas during the observation of the images of all the datasets. This is coherent from the notion that active perception of the images with sustained cognitive attention in parietal and central areas caused the generation of the judgment about their aesthetic appreciation in frontal areas.

Dario Rossi

Department of Anatomical,
Histological,
Forensic,
and Orthopedic Sciences,
Department of Anatomical, Histological, Forensic, and Orthopedic Sciences

Sapienza University of Rome

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

Dario Rossi

.css-o250i3{font-size:18px;font-family:Open Sans,sans-serif;line-height:21.6px;}Department of Anatomical,Histological,Forensic,and Orthopedic Sciences,Department of Anatomical, Histological, Forensic, and Orthopedic Sciences

Sapienza University of Rome

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

Department of Anatomical,
Histological,
Forensic,
and Orthopedic Sciences,
Department of Anatomical, Histological, Forensic, and Orthopedic Sciences