Effect of a Television Commercial on the Autonomic Nervous System

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

As shown in cases of photosensitive epilepsy, audio-visual stimuli can have various effects on the human body. However, until now, there have been no reports investigating the effect of television commercials on the human body. In this study, for which we obtained ethical approval, we are the first ones to investigate the effect of television commercials on the human cardiovascular and autonomic nervous systems. Cardiovascular and autonomic nervous functions were evaluated using the human face blood flow analyzing system invented in Tohoku University (Jpn.Pt. 4789203, 5161671, 5390851, 5408751). No epilepsy and no patho-physiological reactions were observed after viewing of soft TV commercials including commercials from the advertising awards. Autonomic nerve responses were shown to be altered depending on the interests and preferences of the viewer. Our results suggest that assessing the response of the human body to TV commercials will become a key aspect of the process of creating TV commercials.

Original languageEnglish
Title of host publication11th Asian-Pacific Conference on Medical and Biological Engineering - Proceedings of the Online Conference, APCMBE 2020
EditorsYasuyuki Shiraishi, Ichiro Sakuma, Keiji Naruse, Akinori Ueno
PublisherSpringer Science and Business Media Deutschland GmbH
Pages77-82
Number of pages6
ISBN (Print)9783030661687
DOIs
Publication statusPublished - 2021
Event11th Asian-Pacific Conference on Medical and Biological Engineering, APCMBE 2020 - Okayama, Japan
Duration: 2020 May 252020 May 27

Publication series

NameIFMBE Proceedings
Volume82
ISSN (Print)1680-0737
ISSN (Electronic)1433-9277

Conference

Conference11th Asian-Pacific Conference on Medical and Biological Engineering, APCMBE 2020
CountryJapan
CityOkayama
Period20/5/2520/5/27

Keywords

  • Autonomic nervous system
  • Heart rate variability
  • Human face blood flow analyzing system
  • Sympathetic tone
  • Television commercial

ASJC Scopus subject areas

  • Bioengineering
  • Biomedical Engineering

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