A short film, e.g. a commercial is presented to a subject, brain activity responses of the subject are evoked by test materials related and also not related to the film, and the brain activity responses e.g. in the form of an EEG recording are analysed to determine one of awareness of objects in the film, understanding of the film, value of the objects of the film and commitment to the objects. A EEG recording may also be made during the film and analysed for alpha and beta activity and late components of the evoked response to determined attention and cognition. 
METHOD AND APPARATUS FOR PHYSIOLOGICAL EVALUATION OF SHORT FILMS AND ENTERTAINMENT MATERIALS