Brain-Imaging Detection of Visual Scene Encoding in Long-term Memory for TV Commercials

ABSTRACT The authors report on experimental research using a new brain imaging technique (steady-state probe topography or SSPT) to investigate whether patterns of brain activity in the left or right frontal hemispheres could identify which frames from new TV commercials would be recognised by consumers one week later. The research revealed that video scenes held on screen for 1.5 seconds or longer were better recognised, and that scenes that elicited the fastest brain activity in the left frontal hemisphere were better recognised. The authors conclude that visual content that stimulates left-brain activity would create memorable advertising - and suggest a new method of pre-testing commercials.