Search
  • Videos
  • Windows 10
  • 5G
  • Best VPNs
  • Cloud
  • Security
  • AI
  • more
    • TR Premium
    • Working from Home
    • Innovation
    • Best Web Hosting
    • ZDNet Recommends
    • Tonya Hall Show
    • Executive Guides
    • ZDNet Academy
    • See All Topics
    • White Papers
    • Downloads
    • Reviews
    • Galleries
    • Videos
    • TechRepublic Forums
  • Newsletters
  • All Writers
    • Preferences
    • Community
    • Newsletters
    • Log Out
  • Menu
    • Videos
    • Windows 10
    • 5G
    • Best VPNs
    • Cloud
    • Security
    • AI
    • TR Premium
    • Working from Home
    • Innovation
    • Best Web Hosting
    • ZDNet Recommends
    • Tonya Hall Show
    • Executive Guides
    • ZDNet Academy
    • See All Topics
    • White Papers
    • Downloads
    • Reviews
    • Galleries
    • Videos
    • TechRepublic Forums
      • Preferences
      • Community
      • Newsletters
      • Log Out
  • us
    • Asia
    • Australia
    • Europe
    • India
    • United Kingdom
    • United States
    • ZDNet around the globe:
    • ZDNet France
    • ZDNet Germany
    • ZDNet Korea
    • ZDNet Japan

Photos: Your brain on ads

1 of 3 NEXT PREV
  • Neuron activity

    Neuron activity

    This brain scan shows mirror neuron activity in the right posterior inferior frontal gyrus--indicating identification and empathy--while someone watched the Disney/NFL ad.

    Published: July 20, 2006 -- 15:59 GMT (08:59 PDT)

    Caption by: Bill Detwiler

  • Ventral striatum

    Ventral striatum

    This brain scan shows ventral striatum activity--indicating reward processing--while someone watched the Disney/NFL ad.

    Published: July 20, 2006 -- 15:59 GMT (08:59 PDT)

    Caption by: Bill Detwiler

  • Amygdala activity

    Amygdala activity

    Remember the end of the FedEx ad, when the caveman is crushed by the dinosaur? Researchers looked at the activity in the amygdala, a tiny brain structure critical for emotional processing in general, especially responding to threat and fearful stimuli.

    This scan shows a big jump in amygdala activity when the dinosaur crushes the caveman. The scene looks funny and has been described as funny by people who watched it, but the amygdala still perceives it as threatening, another example of the disconnect between verbal reports on ads and brain activity while viewing them.

    Published: July 20, 2006 -- 15:59 GMT (08:59 PDT)

    Caption by: Bill Detwiler

1 of 3 NEXT PREV
Bill Detwiler

By Bill Detwiler | July 20, 2006 -- 15:59 GMT (08:59 PDT) | Topic: Tech Industry

  • Neuron activity
  • Ventral striatum
  • Amygdala activity

Researchers study the brain activities of people watching ads that aired during the Super Bowl, some with interesting results.

Read More Read Less

Neuron activity

This brain scan shows mirror neuron activity in the right posterior inferior frontal gyrus--indicating identification and empathy--while someone watched the Disney/NFL ad.

Published: July 20, 2006 -- 15:59 GMT (08:59 PDT)

Caption by: Bill Detwiler

1 of 3 NEXT PREV

Related Topics:

Tech Industry CXO Government Security
Bill Detwiler

By Bill Detwiler | July 20, 2006 -- 15:59 GMT (08:59 PDT) | Topic: Tech Industry

Show Comments
LOG IN TO COMMENT
  • My Profile
  • Log Out
| Community Guidelines

Join Discussion

Add Your Comment
Add Your Comment

Related Galleries

  • 1 of 3
  • Toshiba laptops through the ages

    Toshiba’s 35-year run in the laptop business is at an end, but what a journey it has been.

  • The naughty list: Tech CEOs getting coal for Christmas

    These technology leaders displayed the worst behavior or underperformed in 2019.

  • Tech turkeys: Apple and Google dominate the year's menu of failures

    In the spirit of Festivus here is our full list of the worst technology products and services of the year.

  • The Nightmare in Silicon Valley: 8 horror technologies that should scare you to death

    Every night is fright night with what can happen once these scary technologies take hold in ways that you may not have imagined.

  • 2019's tech, security, and authentication trends

    We take a look at the top tech, cybersecurity, and authentication trends as revealed today by the Duo Security's 2019 Trusted Access Report, which includes data from 24 million devices, ...

  • Carry on: Must-have minimalist travel gadgets in 2019

    Here's a selection of the best travel accessories that bring down the bulk and weight of your luggage.

  • The tech that changed us: 50 years of breakthroughs

    Technology can transform us, in good ways and bad. Do you recall the single most influential tech innovation from the year you graduated high school? We do. ...

ZDNet
Connect with us

© 2021 ZDNET, A RED VENTURES COMPANY. ALL RIGHTS RESERVED. Privacy Policy | Cookie Settings | Advertise | Terms of Use

  • Topics
  • Galleries
  • Videos
  • Sponsored Narratives
  • Do Not Sell My Information
  • About ZDNet
  • Meet The Team
  • All Authors
  • RSS Feeds
  • Site Map
  • Reprint Policy
  • Manage | Log Out
  • Join | Log In
  • Membership
  • Newsletters
  • Site Assistance
  • ZDNet Academy
  • TechRepublic Forums