/>
X

Join or Sign In

Register for your free ZDNet membership or if you are already a member, sign in using your preferred method below.

Use your email Use Linkedin Use Facebook

Photos: Your brain on ads

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

|
bill-detwiler.png
|
20232.jpg
1 of 3 Bill Detwiler/ZDNet

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.

20233.jpg
2 of 3 Bill Detwiler/ZDNet

Ventral striatum

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

20234.jpg
3 of 3 Bill Detwiler/ZDNet

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.

Related Galleries

First look: iPhone 13 Apple event [in pictures]
california-streaming-2.jpg

Related Galleries

First look: iPhone 13 Apple event [in pictures]

Toshiba laptops through the ages
screenshot-2020-08-11-at-11-52-27.png

Related Galleries

Toshiba laptops through the ages

The naughty list: Tech CEOs getting coal for Christmas
Coal

Related Galleries

The naughty list: Tech CEOs getting coal for Christmas

Tech turkeys: Apple and Google dominate the year's menu of failures
placeholder.png

Related Galleries

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

The Nightmare in Silicon Valley: 8 horror technologies that should scare you to death
try.jpg

Related Galleries

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

2019's tech, security, and authentication trends
Tech chart graph stats

Related Galleries

2019's tech, security, and authentication trends

Carry on: Must-have minimalist travel gadgets in 2019
screenshot-2019-05-29-at-15-19-01.png

Related Galleries

Carry on: Must-have minimalist travel gadgets in 2019