Magnetism

With functional Magnetic Resonance Imaging (fMRI) you can actually peer into the skulls of people and see how their brains are responding to various stimuli.

So how might brains respond to what is some of the most expensive stimuli in the world -- the commercials broadcast during the Superbowl halftime show.

To find out which commercials were the most and least effective, FKF Applied Research and the Ahmanson Lovelace Brain Mapping Center hooked a bunch of people up fMRI machines then showed them the ads.

You can find the results here.

And if you want another perspective on this experiment and a look at some of the cool images you can get from an fMRI site, then check out this site.