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Brain signals 'new era for advertising'

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Companies in the near future will be able to test public reaction to advertisements, music and films before they are released by monitoring the brain signals of a select group as they watch a trial. 

So say psychologists who on Tuesday unveiled the results of an unusual set of experiments into so-called neural signals.

Their idea is that by scanning brain activity in just a few individuals who watch a test commercial or TV programme, this will predict how a wider audience will also react to it.

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