Super Bowl Ads Fumble, Brain Scans Show - Sitcoms Online Message Boards

Brian Damage · 02-05-2007, 11:46 AM

CHICAGO - Super Bowl ads, which cost $85,000 per second during this year's game, fumbled overall as they failed to connect with viewers or just scared them, according to researchers who tracked people's brain activity.

Researchers at the University of California Los Angeles scanned the brains of five men and five women between the ages of 18 and 34 as they watched Super Bowl ads to measure the emotional impact. Participants viewed the commercials through goggles as they lay inside a donut-shaped machine called a functional magnetic resonance imaging, or fMRI, machine.

The fMRI images show increased blood flow to specific areas of the brain that are activated by outside stimuli. Dr. Josh Freedman, one of the researchers who conducted the brain scans, said he saw a lot of activity in the amygdala, an area of the brain associated with anxiety and fear.

"We saw huge activity going on in the amygdala--the threat detector--so much so that we had to go back and double check our software," Freedman said in a telephone interview.

Among the top anxiety-producing ads, he said, was one for General Motors aimed at drawing attention to the automaker's 100,000 mile warranty. The ad features a robot working on the line at an assembly plant until he drops a screw forcing the line to shut down. Angry workers kick the robot off the line, rendering the robot jobless. "It's got everyone at GM obsessed with quality," the ad concluded.

"That one got people's attention. But they did not feel good about the message. It produced big spikes of anxiety and perhaps ... feelings of economic insecurity," Freedman said.

A controversial ad for Nationwide Insurance featuring Britney Spears' estranged husband, Kevin Federline, as a failed rap star working in a fast-food eatery also generated anxiety and feelings of insecurity, he said.

The most ineffective ad was from Honda, which showed participants were less engaged during the ad than they were when they looked at a blank screen.

Even ads for Budweiser beer, traditionally known for good-humored advertising, generated negative emotions, fMRI scans showed.

The commercials that produced the most positive feelings were those by Coke and Doritos, Freedman said. But compared with last year's lot of commercials, this year's Super Bowl ads fumbled.

HOW CAN THEY TELL?

Each area of the brain has specific functions. Some areas generate emotions, like hope, trust or fear, while others process information. When an area of the brain becomes active, the vascular systems shunts additional blood to that area and the fMRI measures the increase.

So when the amygdala, the region of the brain that controls "fight or flight," is engaged there is an increase of blood to that area and is detected by the scan, showing in real time what is happening inside the brain.

This technique enables scientists to watch the brain while it processes information.

Such scans can provide valuable information to advertisers. Businesses probably will use these tools first, said UCLA's Dr. Marco Iacoboni, who also conducted fMRI scans during the football game.

"Politics will come next. I'm pretty sure some (politician) will do something with this in the next presidential election," he said.

"You can't trust people to say what they really think and there are a lot of reasons for this. There's social pressure. They try to say things so they'll look smart. In focus-group situations, people tend to imitate each other. And people are not very in touch with understanding why they make the decisions they make," Iacoboni said.

Kate Sirkin, global research director for Chicago-based Starcom MediaVest group, said she does not doubt the credibility of information revealed by fMRI scans.

"I think they tell the truth, but we've found we get similar findings with paper and pen research," she said. "And the technology is too expensive to be practical."

Brian Damage · 02-05-2007, 11:47 AM

Who's paying for this bull****?!?

theshark8777 · 02-05-2007, 11:50 AM

I don't know about Brain scans, but here is how the USA Today's ad meter ranked them.

http://www.usatoday.com/money/advert...er-chart_x.htm

Yooch · 02-05-2007, 08:28 PM

Except for about five good ones, the rest were crap in my opinion.

Chelsea · 02-05-2007, 08:53 PM

Now, personally, I *LIKED* the GM one with the robot. Still, during the ad I couldn't help but think to myself that the robot I was supposed to feel pity for took some line worker's job in the past, as had all these robots...*I* liked the ad but I could see how it would rub others the wrong way.

MsOrange · 02-05-2007, 08:58 PM

Quote:

Participants viewed the commercials through goggles as they lay inside a donut-shaped machine called a functional magnetic resonance imaging, or fMRI, machine.

you don't think this would affect their mood any whatsoever?

*Pleasant Tomorrow* · 02-05-2007, 09:04 PM

Quote:

Originally Posted by Brian Damage

Who's paying for this bull****?!?

I was thinking the same thing

Yeah. You should've seen me **** my pants and cry for my mom during those comercials

TJL · 02-05-2007, 09:05 PM

Quote:

Originally Posted by MsOrange

you don't think this would affect their mood any whatsoever?

I have one of those in my living room. That's how I watch all my TV shows.

*Pleasant Tomorrow* · 02-05-2007, 09:05 PM

Quote:

Originally Posted by theshark8777

I don't know about Brain scans, but here is how the USA Today's ad meter ranked them.

http://www.usatoday.com/money/advert...er-chart_x.htm

ha I liked the immigrat and rock paper scissors ones

Chelsea · 02-05-2007, 09:27 PM

Quote:

Originally Posted by MsOrange

you don't think this would affect their mood any whatsoever?

I completely missed that the first time...I've seen completely normal, rational, and relatively fearless people absolutely lose it at the thought of being put inside an MRI.

MsOrange · 02-05-2007, 09:51 PM

Quote:

Originally Posted by Seth

I completely missed that the first time...I've seen completely normal, rational, and relatively fearless people absolutely lose it at the thought of being put inside an MRI.

dawsongirl · 02-06-2007, 12:13 AM

That GM ad made me sad. I felt bad for that robot.

I suppose that makes me just crazy. lol

dawsongirl · 02-06-2007, 12:17 AM

Quote:

Originally Posted by theshark8777

I don't know about Brain scans, but here is how the USA Today's ad meter ranked them.

http://www.usatoday.com/money/advert...er-chart_x.htm

Man, I don't remember almost all those top ones. Actually, the only one I remember is the scary hitchhiker one.

lol, I do remember the last one though. I thought that was some lame local ad.

PrettyinPink55 · 02-06-2007, 03:37 AM

They tracked their brain activity for this????

02-05-2007, 11:46 AM	#1
Brian Damage I'm Rich Bitch Forum Icon Join Date: Feb 03, 2002 Location: What Ain't No Country I Ever Heard Of...They Speak English in What? Posts: 63,107	Super Bowl Ads Fumble, Brain Scans Show CHICAGO - Super Bowl ads, which cost $85,000 per second during this year's game, fumbled overall as they failed to connect with viewers or just scared them, according to researchers who tracked people's brain activity. Researchers at the University of California Los Angeles scanned the brains of five men and five women between the ages of 18 and 34 as they watched Super Bowl ads to measure the emotional impact. Participants viewed the commercials through goggles as they lay inside a donut-shaped machine called a functional magnetic resonance imaging, or fMRI, machine. The fMRI images show increased blood flow to specific areas of the brain that are activated by outside stimuli. Dr. Josh Freedman, one of the researchers who conducted the brain scans, said he saw a lot of activity in the amygdala, an area of the brain associated with anxiety and fear. "We saw huge activity going on in the amygdala--the threat detector--so much so that we had to go back and double check our software," Freedman said in a telephone interview. Among the top anxiety-producing ads, he said, was one for General Motors aimed at drawing attention to the automaker's 100,000 mile warranty. The ad features a robot working on the line at an assembly plant until he drops a screw forcing the line to shut down. Angry workers kick the robot off the line, rendering the robot jobless. "It's got everyone at GM obsessed with quality," the ad concluded. "That one got people's attention. But they did not feel good about the message. It produced big spikes of anxiety and perhaps ... feelings of economic insecurity," Freedman said. A controversial ad for Nationwide Insurance featuring Britney Spears' estranged husband, Kevin Federline, as a failed rap star working in a fast-food eatery also generated anxiety and feelings of insecurity, he said. The most ineffective ad was from Honda, which showed participants were less engaged during the ad than they were when they looked at a blank screen. Even ads for Budweiser beer, traditionally known for good-humored advertising, generated negative emotions, fMRI scans showed. The commercials that produced the most positive feelings were those by Coke and Doritos, Freedman said. But compared with last year's lot of commercials, this year's Super Bowl ads fumbled. HOW CAN THEY TELL? Each area of the brain has specific functions. Some areas generate emotions, like hope, trust or fear, while others process information. When an area of the brain becomes active, the vascular systems shunts additional blood to that area and the fMRI measures the increase. So when the amygdala, the region of the brain that controls "fight or flight," is engaged there is an increase of blood to that area and is detected by the scan, showing in real time what is happening inside the brain. This technique enables scientists to watch the brain while it processes information. Such scans can provide valuable information to advertisers. Businesses probably will use these tools first, said UCLA's Dr. Marco Iacoboni, who also conducted fMRI scans during the football game. "Politics will come next. I'm pretty sure some (politician) will do something with this in the next presidential election," he said. "You can't trust people to say what they really think and there are a lot of reasons for this. There's social pressure. They try to say things so they'll look smart. In focus-group situations, people tend to imitate each other. And people are not very in touch with understanding why they make the decisions they make," Iacoboni said. Kate Sirkin, global research director for Chicago-based Starcom MediaVest group, said she does not doubt the credibility of information revealed by fMRI scans. "I think they tell the truth, but we've found we get similar findings with paper and pen research," she said. "And the technology is too expensive to be practical."
	__________________ The Key to the Kingdom of Heaven: John 3:3 *Money Doesn't Buy Happiness...But I'd Rather Cry in My Private Jet*

02-05-2007, 11:50 AM	#3
theshark8777 Hats for Bats Forum Veteran Join Date: Jan 23, 2001 Location: northeast Ohio. Posts: 5,315	I don't know about Brain scans, but here is how the USA Today's ad meter ranked them. http://www.usatoday.com/money/advert...er-chart_x.htm
	__________________ Who ate all the pecan Sandies??

02-05-2007, 08:28 PM	#4
Yooch Member Forum 3000 Club Member Join Date: Apr 07, 2006 Location: California Posts: 3,180	Except for about five good ones, the rest were crap in my opinion.
	__________________ "The true meaning of America, you ask? It's in a Texas rodeo, in a policeman's badge, in the sound of laughing children, in a political rally, in a newspaper...In all these things and many more, you'll find freedom. And freedom is what America means to the world. And to me." --Audie Leon Murphy June 20, 1924-- May 28, 1971

02-05-2007, 08:53 PM	#5
Chelsea Semi-retired Forum Veteran Join Date: Jan 07, 2001 Location: Washington Posts: 5,727	Now, personally, I LIKED the GM one with the robot. Still, during the ad I couldn't help but think to myself that the robot I was supposed to feel pity for took some line worker's job in the past, as had all these robots...I liked the ad but I could see how it would rub others the wrong way.
	__________________ Chelsea Former Administrator, 2005-2012 Former Member, DVD Review Team, 2004-2010.

02-06-2007, 03:37 AM	#14
PrettyinPink55 Member Forum Celebrity Join Date: Feb 11, 2005 Location: Texas Posts: 24,601	They tracked their brain activity for this????
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02-05-2007, 11:47 AM	#2
Brian Damage I'm Rich Bitch Forum Icon Join Date: Feb 03, 2002 Location: What Ain't No Country I Ever Heard Of...They Speak English in What? Posts: 63,107	Who's paying for this bull****?!?

02-06-2007, 12:13 AM	#12
dawsongirl Member Forum Icon Join Date: Jan 04, 2001 Posts: 53,140	That GM ad made me sad. I felt bad for that robot. I suppose that makes me just crazy. lol