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Audio-visual media evaluation method based on group brain network

A technology of brain network and evaluation method, which is applied in the field of neuroscience and marketing, psychology, and can solve problems such as insufficient theoretical explanation, establishment of computational models, and low ecological validity of equipment

Active Publication Date: 2020-07-10
ZHEJIANG UNIV
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0011] However, the existing measurement methods based on brain imaging technology have problems such as low ecological validity of equipment, insufficient theoretical explanation, and no calculation model based on the basic principles of media communication.

Method used

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  • Audio-visual media evaluation method based on group brain network
  • Audio-visual media evaluation method based on group brain network
  • Audio-visual media evaluation method based on group brain network

Examples

Experimental program
Comparison scheme
Effect test

Embodiment 1

[0069] Example 1 Using the group brain network-based audio-visual media evaluation technology to predict the evaluation of video advertisements by small-scale consumers

[0070] Before the first test started, we first recruited 12 testers to evaluate 30 advertisement clips, and selected 10 advertisements with lower ratings and 10 advertisements with higher ratings as test materials. The goods or services displayed in the advertisements include mobile phones, watches, chocolates, cosmetics and travel agencies, etc. The advertisements contain both sound and moving images, and the average length of the advertisement clips is 32.95 seconds.

[0071] In the first test, we recruited 20 female consumers (average age 20.15 years old) to evaluate 20 selected advertisements.

[0072] Step 1 Use near-infrared spectral brain functional imaging technology to collect brain blood oxygen concentration data:

[0073] Such as image 3 As shown, 20 test subjects sit in front of the computer sc...

Embodiment 2

[0098] Embodiment 2 Utilizes the group brain network-based audio-visual media evaluation technology to predict the evaluation of music by a wide range of consumers

[0099] In the second test we recruited 20 female testers (average age 19.20 years old) to evaluate selected pieces of music. The test material includes 30 popular music songs, which are from the top 15 (i.e. the most popular songs) and the bottom 15 (i.e. the less popular songs) list of the "2014 Hottest 100 Songs" list released by the Billboard.com website. welcome song). The song excerpts are all 15 seconds long, mainly including the chorus. In addition, we also collected ratings (0 to 10) for each song by Chinese netizens from Douban, the most popular online review site.

[0100] Step 1 Use near-infrared spectral brain functional imaging technology to collect brain blood oxygen concentration data:

[0101] Referring to the collection method in Example 1, the test equipment and brain regions used in Example 2...

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Abstract

The invention discloses an audiovisual media evaluation method based on a group brain network, and the method comprises the following steps: 1, respectively presenting audiovisual media to each testedperson, and continuously measuring blood oxygen concentration data of a specific position of a predetermined head of the tested person by using a near infrared spectrum brain function imaging technology during presentation; wherein the number of the tested personnel is not less than 10; 2, after denoising the blood oxygen concentration data of the measured personnel, carrying out baseline calibration, standardizing and converting the baseline calibration into a blood oxygen concentration z score of each measured personnel, taking each tested person as a node in the group brain network, and calculating a brain activity Pearson correlation coefficient between the tested persons according to the blood oxygen concentration z score of each tested person, and calculating population brain network density according to the brain activity Pearson correlation coefficient; 3, evaluating the transmission effect of the audio-visual media according to the obtained group brain network density, wherein the higher the group brain network density is, the better the transmission effect is. The method is objective in data source and high in ecological effectiveness in the evaluation process.

Description

technical field [0001] The invention relates to the interdisciplinary fields of psychology, neuroscience and marketing, in particular to an evaluation method for evaluating the communication effect of audio-visual media based on brain network density. Background technique [0002] Audio-visual media is an important way of information dissemination and plays a vital role in business activities. For example, effective commercial advertisements can promote product sales growth, establish a good brand image, and help companies achieve profit growth. Therefore, how to accurately and objectively evaluate and predict the communication effects of audio-visual media has become a topic of extensive discussion in the academic and industry circles. [0003] The traditional methods to evaluate the effect of audio-visual media mainly include questionnaire survey, group discussion, behavioral experiment, and real-world data mining. However, these traditional measurement methods have cert...

Claims

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Application Information

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IPC IPC(8): G06F3/01G06Q10/06G06Q30/02
CPCG06F3/015G06Q10/0639G06Q30/0242
Inventor 刘涛
Owner ZHEJIANG UNIV