지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2014.5
- 수록면
- 289 - 304 (16page)
- DOI
- 10.51979/KSSLS.2014.05.56.289
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초록· 키워드
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The purpose of this study is to analyze effects of advertisements featuring sports stars by using data gained through a program to digitize the Quantitative Electroncephalograph recorded in 19 channels. Therefore, differences of EEG changes between when watching a general product commercial showing a sports star and when watching a sports product advertisement featuring him/her are analyzed based on the EEG in the resting period of 10 subjects. For the EEG electrode arrangement, 2 electrodes (Fqz and Oz) are added to 19 ones (Fp1, Fp2, F7, F8, F3, F4, Fz, T3, T4, C3, C4, Cz, T5, T6, P3, P4, Pz, O1, and O2) according to internationally unified 10-20 formula, so a total of 21 ones are arranged. The findings are as follows: 1. Changes of 5 area bands such as delta wave, theta wave, alpha wave, beta wave and gamma wave are analyzed to measure variations of subjects` EEGs in resting and watching general and sports advertisement featuring a sports star, but a significant difference can be found only between delta and alpha wave. In particular, advertisements of experiment stimuli are not seemed to significantly affect retrospection or recognition given the fact that there are no differences among awakening waves such as beta wave and gamma wave, and negative value is shown in delta wave engaging in meditation and memory. 2. From the decipherment of Montage Default which analyzes EEGs of each subject participating in the experiment, as pictures, it is found that the advertisements are not acted as stimuli according to individuals, but rather advertisement stimuli are capable of returning them into resting state, though this is not significantly different from the conclusion 1.
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