Detection of KANSEI value trends using the electroencephalogram during watching memorable TV commercials

In this paper, we aimed to get the trends of the KANSEI, which is alike “how to feel”, values of the memorable TV commercials (CMs) using the electroencephalogram (EEG) while subjects watch TV CMs. KANSEI is Japanese word because of studying at first in Japan. The questionnaire has been used as conventional evaluation method of TV CMs. This method is subjective evaluation, so it is difficult to know the details of situations that affect memory because it cannot get instantaneous evaluation. To solve this problem, we did memory follow-up questionnaire surveys and measured the EEG when watching memorable TV CMs that is objective evaluation using the bio signals. We got KANSEI values from EEG data using “KANSEI Analyzer”. A KANSEI Analyzer is an application which detects subject's degrees of five emotional states: “Like”, “Interest”, “Concentration”, “Calmness”, and “Stress”, by original system constructed by Dentsu ScienceJam Inc‥ The degree of each emotional state is calculated per second, which is represented in percentage (0%: low degree - 100%: high degree). We did carry out two experiments and compared KANSEI values. We performs correlation analysis, and get trends of KANSEI values in watching memorable TV CMs. As a result, we got the trends of KANSEI values when watching memorable TV CMs that “Concentration” and “Stress” values 3∼10% decreased toward end of TV CMs, and went up in last few seconds. Also, “Interest” value increased. Accordingly, we were able to get the trends of the KANSEI values of the memorable TV CMs using the EEG when watching TV CMs.