Cognitive neuroscience in the design process of social advertising

摘要

Advertising has a significant role in shaping the right attitudes towards important social problems. Designing an effective advertising message is not an easy task. To support the design process, cognitive neuroscience methods can be used that enables a more detailed analysis of people’s responses to the presented stimuli (components of an advertising film). Obtaining information about interest, remembering or emerging emotions (at each point in time of the advertisement) provides the basis for more effective matching of the content of the message.