Marco Iacoboni is ushering in a golden age of brain interpretation. He writes, in Edge:
We have now completed our analyses on the fMRI data from five healthy volunteers that were studied last night at the UCLA Brain Mapping Center while they were watching Super Bowl ads. We tested a total of 24 ads, 21 Super Bowl ads and three ?test ads? that were previously shown. Our results show that the overwhelming winner among the Super Bowl ads is the Disney ? NFL ?I am going to Disney? ad. The Disney ad elicited strong responses in orbito-frontal cortex and ventral striatum.
(Thanks to Investigator Bob Frenay for bringing this to our attention.)