Researchers actually mapped the brain activity of several consumers while viewing Sunday's Super Bowl commercials. Using brain scan images, these researchers, from the Ahmanson Lovelace Brain Mapping
Center at the University of California at Los Angeles, were able to determine which ads generated an emotional response to a given ad, and which ones fell flat. Disney's "NFL Dreamers" and Sierra
Mist's "Airport Security" ads inspired the most engagement while FedEx, for example, fell flat, according to the research. The most common response to the ads was, predictably, repulsion: "Almost all
the ads induced their greatest activity in the amygdala, a center of the brain most associated with detecting threats or danger," a UCLA clinical assistant professor of psychiatry said.
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