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An audio-visual media evaluation method based on group brain network

A technology of brain network and evaluation method, which is applied in the interdisciplinary fields of psychology, neuroscience and marketing, can solve problems such as insufficient theoretical explanation, low ecological validity of equipment, and establishment of calculation models, so as to achieve good communication effect, small physical restrictions, The effect of high ecological validity

Active Publication Date: 2021-04-20
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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  • An audio-visual media evaluation method based on group brain network
  • An audio-visual media evaluation method based on group brain network
  • An 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 audio-visual media evaluation method based on a group brain network, comprising step 1, presenting the audio-visual media to each person under test respectively, during the presentation period, using near-infrared spectrum brain function imaging technology to continuously measure the predetermined The blood oxygen concentration data at a specific position on the head; the number of tested persons is not less than 10; step 2, after denoising the blood oxygen concentration data of the tested persons, perform baseline calibration, and standardize and convert to each measured person The blood oxygen concentration z-score of the person; each measured person is regarded as a node in the group brain network, and the Pearson correlation coefficient of brain activity between the tested persons is calculated according to the blood oxygen concentration z-score of each tested person; And calculate the population brain network density according to the Pearson correlation coefficient of brain activity; step 3 evaluates the communication effect of audio-visual media according to the obtained population brain network density, the higher the population brain network density, the better the communication effect. The data source of this method is objective, and the evaluation process has high ecological validity.

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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Patent Type & Authority Patents(China)
IPC IPC(8): G06F3/01G06Q10/06G06Q30/02
CPCG06F3/015G06Q10/0639G06Q30/0242
Inventor 刘涛
Owner ZHEJIANG UNIV