Super Bowl Ads

Do those funny Super Bowl commercials actually work? Some scientists at UCLA used functional magnetic resonance imaging to measure brain responses in a group of subjects while they watched the Super Bowl ads. What they discovered is a strong disconnect between what people say they liked and what their brain activity suggests. There were cases where ads elicited very little response in emotional, reward-related, and empathy-related areas of the brain when the subjects response to the ad would suggest opposite results. http://edge.org/3rd_culture/iacoboni06/iacoboni06_index.html