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

Geoff Nield, Richard Silberstein, John R Rossiter and Phil Harris

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.

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

John R. Rossiter University of Wollongong andRichard B. SilbersteinPhilip G. HarrisGeoff NieldThe Brain Sciences Institute

Brain imaging, by steady-state probe topography, was used to investigate whether a distinct pattern of brain electrical activity in the left or right frontal hemispheres could identify which frames from new TV commercials would be recognized by consumers in an unannounced recognition test one week later. First, confirming previous research, video scenes held on-screen for 1.5 seconds or longer were better recognized. Second, after controlling for scene...

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