You knew this had to happen. According to CNet News, researchers from the University of California at Los Angeles's Ahmanson Lovelace Brain Mapping Center and FKF Applied Research decided to scan the brains of those watching Super Bowl 
commercials to measure whether the advertisements evoked the most emotional engagement identified as responses of fear, desire, conflict and reward. According to the brain scans, Disney's "NFL Dreamers" and Sierra Mist's "Airport Security" ads fire the most emotional brain activity.
"Almost all the ads induced their greatest activity in the amygdala, a center of the brain most associated with detecting threats or danger," said Joshua Freedman, a UCLA clinical assistant professor of psychiatry and co-founder of FKF Applied Research. Yes, Marketing Blurb realizes you did not ask to know this, but we felt obligated to share anyway.
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