Abstract
<jats:p>This study aims to measure the neurophysiological effects of subliminal advertising content on participants when presented in both branded and unbranded forms, using EEG technology. In this context, stimuli were presented to participants in the form of subliminal content made explicit in both branded and unbranded versions, as well as in versions containing no subliminal content and versions containing subliminal content. The subliminal content presented with the branded stimulus resulted in greater activation across a wider neurocortical area. Whilst subliminal content presented with the unbranded stimulus was concentrated in the frontal and parietal regions, the subliminal content presented with the branded stimulus exhibited higher average values in the frontal, parietal and occipital regions.</jats:p>