TY - GEN
T1 - Effect of a Television Commercial on the Autonomic Nervous System
AU - Yambe, Tomoyuki
AU - Shiraishi, Yasuyuki
AU - Inoue, Yusuke
AU - Yamada, Akihiro
AU - Yoshizawa, Makoto
N1 - Funding Information:
Acknowledgment. This work was supported in part from the Yoshda Hideo Memorial Foundation, Paroma Foundation, SCAT foundation, Miyagi Yobouigaku Association, Mitusi-Sumitomo Foundation and Japanese Foundation of promotion and research of Endoscopy.
Publisher Copyright:
© 2021, Springer Nature Switzerland AG.
PY - 2021
Y1 - 2021
N2 - 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.
AB - 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.
KW - Autonomic nervous system
KW - Heart rate variability
KW - Human face blood flow analyzing system
KW - Sympathetic tone
KW - Television commercial
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U2 - 10.1007/978-3-030-66169-4_11
DO - 10.1007/978-3-030-66169-4_11
M3 - Conference contribution
AN - SCOPUS:85104841853
SN - 9783030661687
T3 - IFMBE Proceedings
SP - 77
EP - 82
BT - 11th Asian-Pacific Conference on Medical and Biological Engineering - Proceedings of the Online Conference, APCMBE 2020
A2 - Shiraishi, Yasuyuki
A2 - Sakuma, Ichiro
A2 - Naruse, Keiji
A2 - Ueno, Akinori
PB - Springer Science and Business Media Deutschland GmbH
T2 - 11th Asian-Pacific Conference on Medical and Biological Engineering, APCMBE 2020
Y2 - 25 May 2020 through 27 May 2020
ER -