TV commercials are one of the main means of communication for companies and institutions. Creating a credible and captivating story at the same time is not easy, often because of the few seconds available.

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Regardless of the study of aesthetic variables and content presentation, the viewing of TV commercials is strongly influenced by expectations, prior knowledge, emotions and often by great difficulty in capturing the consumer's attention.

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The systematic study of TV and animatic commercials being tested is a feather in the cap for the Behavior and BrainLab. For years, the research centre has been using Neuromarketing techniques to analyze the emotional and cognitive expression of consumers in the face of multimedia content.

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The comparative analysis with traditional market techniques and many years of expertise allows the laboratory to offer companies high-quality analyses.