Ramon Soranzo

TL;DR: The TV commercials proposed to the population analyzed have increased the HR values and the cerebral activity mainly in the theta band in the left hemisphere when they will be memorized and judged pleasant.

TL;DR: Brain activity during the observation of TV commercials is investigated by tracking the cortical activity and the functional connectivity changes in normal subjects to elucidate if the TV commercials that were remembered by the subjects several days after their first observation elicited particular brain activity and connectivity compared with those generated during the observations that were quickly forgotten.

TL;DR: The presence of attentional and semantic processes during the RMB condition leads to a significant reduction of the network communication efficiency, which could represent a predictive measure of accurate recalls of TV spots.

TL;DR: High resolution EEG recordings suggest that the cerebral processes involved during the observation of TV commercials that were remembered by the population examined are generated by the posterior parietal cortices and the prefrontal areas, rather bilaterally.

TL;DR: Results obtained in the population investigated suggest that the statistically significant brain activity during the observation of the TV commercial was mainly concentrated in frontoparietal cortical areas, roughly coincident with the Brodmann areas 8, 9, and 7, in the analyzed population.