This study explored brain responses to images that exploit incongruity as a creative technique, often used in advertising (i.e., surrealistic images). We hypothesized that these images would reveal responses akin to cognitive conflict resulting from incongruent trials in typical laboratory tasks (i.e., Stroop Task). Indeed, in many surrealistic images, common visual elements are juxtaposed to create un-ordinary associations with semantically conflicting representations. We expected that these images engage the conflict processing network that has been described in cognitive neuroscience theories. We addressed this hypothesis by measuring the power of mid-frontal Theta oscillations using EEG while participants watched images through a social media-like interface. Incongruent images, compared to controls, produced a significant Theta power increase, as predicted from the cognitive conflict theory. We also found increased memory for incongruent images one week after exposure, compared to the controls. These findings provide evidence for the incongruent images to effectively engage the viewer's cognitive control and boost memorability. The results of this study provide validation of cognitive theories in real-life scenarios (i.e., surrealistic ads or art) and offer insights regarding the use of neural correlates as effectiveness metrics in advertising.
Surrealistic imagery juxtaposes common visual elements to create un-ordinary associations with semantically conflicting representations. We hypothesize that these images engage the conflict processing network that has been described in cognitive neuroscience theories, and probed with laboratory protocols such as the Stroop or Flanker tasks. We addressed this hypothesis by measuring mid-frontal Theta power using EEG while participants watched surrealistic images through a social media-like interface. Surrealistic images, compared to controls, produced a significant Theta power increase, as predicted from cognitive conflict theory. We also found increased memory for surrealistic images one week after exposure, compared to the controls. These findings provide evidence for the surrealistic artistic strategy to effectively engage viewer´s cognitive control and boost memorability. In these studies, we provide validation of cognitive theories in real-life scenarios and insights regarding the use of neural correlates as effectiveness metrics in creative communication, as well as the arts.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.