A Study On Advertising Effectiveness Under Neuroscience View

With the rapid growth of advertising industry, there still exist many doubts about advertising effectiveness. For example, whether the celebrity endorsement advertisement can achieve the desired effectiveness or not, whether the implantable ads and some new forms of ads can transfer the information of the brand and so on. In order to solve these problems, scientific advertising effectiveness evaluation is needed. Neuroscience methods can detect the audience’s subconscious reaction so as to evaluate the advertising effectiveness scientifically and objectively. This article reviewed the methods used in advertising effectiveness research and introduces the basic knowledge of neuromarketing. In this thesis EEG (electroencephalograph)-one of the neuroscience tools is used to analyze the communication effect of one piece of automobile named "SUTENG" advertisement and suggestions for improvement are given. The conclusion is the audience’s reaction to advertising is sensitive. Advertisers should conduct some targeted ads communication according to the different psychological characteristics of male and female audience with the methods of neuroscience. Neuroscience is worthy of applying in the study of advertising effectiveness.