The Research Of Evaluations Of TV Commercial Scenes Based On Neuromarketing

Evaluation of advertising effectiveness has important meaning for the correctunderstanding of advertising effectiveness, the development of successfuladvertisements and the establishment of brand image. To learn whether theadvertising effectiveness is objective, scientific and reliable, the key is how todetermine the audience reaction of advertising stimulus. With the introduction ofneuromarketing in advertising evaluation direction, it becomes possible to obtain theresponse of audience objectively.Neuromarketing explores consumer’s subconscious behavior through theneuroscience methods, seeks activities mechanism of consumer’s decision in neurallevel, so as to generate the appropriate marketing strategy. With the rapiddevelopment of brain imaging technology, researchers can directly observe theinformation processing of subjects’ brains when they are watching the advertisements.Then research the effect to subjects of different advertisement content. This articlesort the application of neuromarketing in the field of advertising evaluation, compareand analyze several different methods of neuromarketing, and summarize part of theexisting research results.In this paper, according to the existing studies and the physiological mechanismof neuromarketing, I use the technology of phase synchronization to evaluate theadvertisements. This study calculate the mean phase coherence of all channels toobserve the change of phase synchronization in the whole brain region when subjectsare watching the TV commercials. Then it analyzes the phase synchronizationrelationship between several specific channels, and the results show that phasesynchronization value of channel Pz and Oz in the theta band can be better matched tothe impressive advertising fragment.In addition, this paper proposes a new method for person identification based onEEG phase synchronization. Since EEG signal is not visible, in order to make theEEG data correspond to the real identity of subject, we need to realize theidentification and verification of subject’s identity. The method uses phase lockingvalue (PLV) to calculate the phase synchronization features of EEG signals, thenemploys linear discriminant analysis(LDA) to classify the phase synchronizationfeatures, realizes the identification and verification of different subjects. According to the analysis of the previous studies, this paper also designs andimplements a real-time software for advertising evaluation. The algorithm of thissoftware is based on the phase synchronization index. The software uses removableequipment Emotiv to collect the EEG data when subjects are watching theadvertisements, transfer EEG data to the computer real-timely by bluetooth, computethe corresponding index of advertising evaluation real-timely, and realize thesynchronous display of advertising video and evaluation index on the displayinterface.