A material evaluating method includes: a brain activity measuring step of presenting a training material to a test subject and measuring a brain activity by using a brain activity measuring unit; a semantic space building step of building an intracerebral semantic space representing an intracerebral semantic relation between the brain activity and a word appearing in a language description on the basis of a measurement result acquired in the brain activity measuring step and the language description acquired by performing natural language processing for a content of the training material by using a semantic space building unit; a first estimation step of estimating a first position corresponding to a content of a new material in the intracerebral semantic space from a language description acquired by performing natural language processing for the content of the new material by using a material estimating unit; a second estimation step of estimating a second position corresponding to an object word in the intracerebral semantic space from the object word representing an object concept of the new material by using an object estimating unit; and an evaluation step of evaluating the new material on the basis of the first position estimated in the first estimation step and the second position estimated in the second estimation step by using an evaluation processing unit.
MATERIAL EVALUATING METHOD AND MATERIAL EVALUATING APPARATUS