Detrended fluctuation analysis of the effects of advertisement placement on electroencephalogram

The paper considers the application of Detrended Fluctuation Analysis (DFA) along with power spectral density and coherence to analyze the changes in the human brain activity accessed by electroencephalogram (EEG) parameters while viewing the TV commercials depending on advertisement placement. We found that the character and degree of EEG changes during the perception of emotional stimuli significantly depend on the placement of a particular stimulus.In the study involving 88 subjects watching the advertising videos following the negative TV news plots, the DFA revealed an increase of oscillations non-stationarity in all frequency bands. The instability of EEG dynamical characteristic may point on the global decrease of the informational cognitive component in the brain activity and explain why TV commercials attract less attention.