The final results are now in from UCLA neuroscientist Marco Iacoboni's latest experiment — he used functional magnetic resonance imaging (fMRI) to measure brain responses in a group of subjects as they watched TV commercials during the Super Bowl. Parts 1 and 2 of the research, with images, are here.
Image: "Activity in the amygdala while watching the FedEx ad. The ad lasts 45 seconds and the caveman crushing is shown toward the end (approximately where the black arrow is). There is a large increase in neural activity in the amygdala when the dinosaur crushes the caveman." (Thanks, John Brockman!)
Previously: This is your brain on Super Bowl Ads
Reader comment: Luke The Obscure says,
Great article, the only thing missing are the actual ads, which can be found here at Google video. Also included are two GoDaddy commercials that were apparently rejected due to content.
