1. A method for determining the psychological impact of entertainment material having at least first and later episodes, the method including the steps of:
(a) presenting a first episode to a target group of subjects;
(b) after a predetermined period of time, presenting the later episode to the target group of subjects;
(c) determining brain activities of the target group of subjects whilst the later episode is being presented to the target group of subjects; and
(d) evaluating the psychological impact of the entertainment material by reference to the levels of brain activities determined in step (c).
2. A method as claimed in claim 1 wherein step (e) includes the step of averaging the brain activities determined in step (c).
3. A method as claimed in claim 1 wherein step (a) includes presenting first and second episodes to the target group of subjects.
4. A method as claimed in claim 1 wherein the episodes of the entertainment material are in the form of animatics or story boards.
5. A method as claimed in claim 1 wherein:
step (c) includes presenting the later episode or episodes as segments in an audiovisual presentation;
after each segment, presenting reference material to the target group of subjects;
determining reference levels of brain activities whilst the reference material is presented to the target group of subjects; and
removing the effect of long-term changes in brain activities by subtracting the reference levels of brain activities from the levels of brain activity determined in step (c).
6. A method as claimed in claim 5 wherein the reference material includes a sequence of still images.
7. A method as claimed in claim 1 wherein step (b) is carried out by displaying the later episode on a video screen.
8. A method as claimed in claim 1 wherein step (c) is carried out by determining gamma or high frequency EEG or MEG activity.
9. A method as claimed in claim 1 wherein step (c) is carried out by detecting EEG or MEG activity in the frequency range 8 to 13 Hz.
10. A method as claimed in claim 1 wherein step (c) is carried out by assessment of the phase of steady state visually evoked potentials (SSVEP) in EEG signals obtained from the target group of subjects or by assessment of steady state visually evoked responses (SSVER) in MEG signals obtained from the target group of subjects.
11. A method as claimed in claim 1 wherein step (c) includes the steps of placing electrodes at scalp sites to obtain output EEG signals which enable assessment of:
engagement with the entertainment material;
attraction-repulsion of the entertainment material;
long term memory encoding associated with the entertainment material; andor
emotional intensity associated with the entertainment material.
12. A method as claimed in claim 11 including the step of applying a sinusoidally varying visual flicker stimulus to each subject during step (c) to thereby enable calculation of Fourier coefficients from said output signals to thereby enable calculation of said SSVEP amplitudes andor phase differences.
13. A method as claimed in claim 12 wherein said SSVEP amplitude and phase are calculated by the equations:
SSVEP
amplitude
=
(
A
n
2
+
B
n
2
)
SSVEP
phase
=
a
\ue89e
\ue89e
tan
\ue8a0
(
B
n
A
n
)
\ue89e
where: an and bn are cosine and sine Fourier coefficients calculated by the equations:
a
n
=
1
S
\ue89e
\ue89e
\u0394
\ue89e
\ue89e
\u03c4
\ue89e
\u2211
i
=
0
S
–
1
\ue89e
f
\ue8a0
(
nT
+
i
\ue89e
\ue89e
\u0394
\ue89e
\ue89e
\u03c4
)
\ue89e
cos
\ue8a0
(
2
\ue89e
\ue89e
\u03c0
T
\ue89e
(
nT
+
i
\ue89e
\ue89e
\u0394
\ue89e
\ue89e
\u03c4
)
)
b
n
=
1
S
\ue89e
\ue89e
\u0394
\ue89e
\ue89e
\u03c4
\ue89e
\u2211
i
=
0
S
–
1
\ue89e
f
\ue8a0
(
nT
+
i
\ue89e
\ue89e
\u0394
\ue89e
\ue89e
\u03c4
)
\ue89e
sin
\ue8a0
(
2
\ue89e
\ue89e
\u03c0
T
\ue89e
(
nT
+
i
\ue89e
\ue89e
\u0394
\ue89e
\ue89e
\u03c4
)
)
where:
an and bn are the cosine and sine Fourier coefficients respectively where;
n represents the nth flicker stimulus cycle;
S is the number of samples per flicker stimulus cycle;
\u0394\u03c4 is the time interval between samples;
T is the period of one cycle;
f(nT+i\u0394\u03c4) is the EEG signal (raw or pre-processed using ICA) obtained from said predetermined scalp sites;
and wherein An and Bn are overlapping smoothed Fourier coefficients calculated by using the equation:
A
n
=
\u2211
i
=
1
i
=
N
\ue89e
a
n
+
i
N
B
n
=
\u2211
i
=
1
i
=
N
\ue89e
b
n
+
i
N
14. A method as claimed in claim 13 including the steps of:
obtaining EEG signals from a plurality of scalp sites of each subject; and
utilising inverse mapping techniques such as BESA, EMSA or LORETA to produce modified EEG signals which represent activity in deeper regions of the brain of each subject such as the orbito-frontal cortex or the ventro-medial cortex.
15. A method as claimed in claim 13 including the step of averaging the Fourier coefficients An and Bn for a selected group of the target subjects and then calculating the SSVEP amplitudes and SSVEP phase differences for said group of subjects.
16. A method as claimed in claim 12 wherein the flicker signal is applied only to the peripheral vision of each subject.
17. A method as claimed in claim 16 including the steps of directing the flicker signal towards the eyes of each subject via first and second screens and wherein each screen includes an opaque area, and wherein the method further includes the step of positioning the screens to the relative position of each subject such that said opaque areas prevent said flicker signal impinging on the fovea of each eye of each subject.
18. A method as claimed in claim 17 wherein the opacity of each screen decreases as a function of distance from its opaque area so that the intensity of the flicker signal impinging on each retina of each subject decreases in value from the central vision to the peripheral vision.
19. A method as claimed in claim 18 including the step of applying a masking pattern to each screen to define the opacity thereof, the method including the step of applying the pattern in accordance with a masking pattern function which provides zero or low gradients for changes in opacity adjacent to its opaque area and peripheral areas thereof which define parts of the flicker signal impinging on the peripheral vision of each subject.
20. A method as claimed in claim 19 wherein the opaque area of each screen is circular and wherein the masking pattern function is selected to be a Gaussian function, so that the opacity P of the screen is defined by the equation:
P=e\u2212(r\u2212R2G2
where:
r is the radial distance from the centre of the opaque area; and
G is a parameter that determines the rate of fall-off of opacity with radial distance, and wherein when r<R, P=1.
21. A method as claimed in claim 20 wherein G has a value in the range R4 and 2R.
22. A method as claimed in claim 13 including the step of applying an electrode to the scalp of each subject at a site which is approximately equidistant from sites O2, P4 and T6, calculating SSVEP amplitudes and phase differences from EEG signals from said electrode whereby the output signals indicate each subject’s emotional intensity associated with the entertainment material or selected actors.
23. A method as claimed in claim 14 wherein the step of utilising inverse mapping determines brain activity in the right cerebral cortex in the vicinity of the right parieto-temporal junction whereby the output signals indicate each subject’s emotional intensity associated with the entertainment material or selected actors.
24. A method as claimed in claim 13 including the steps of applying an electrode to the scalp of each subject at the F3, F4, Fp1 and Fp2 sites, calculating SSVEP amplitudes and phase differences from EEG signals from said electrodes, calculating values for attraction-repulsion using the equation:
attraction=(a1*SSVEP phase advance at electrode F3+a2*SSVEP phase advance at electrode Fp1\u2212a3*SSVEP phase advance at electrode F4\u2212a4*SSVEP phase advance at electrode Fp2)
where a1=a2=a3=a4=1.0
whereby said values indicate each subject’s like-dislike towards the entertainment material or selected actors.
25. A method as claimed in claim 14 wherein the step of utilising inverse mapping determines brain activity in:
the right orbito-frontal cortex in the vicinity of Brodman area 11;
the right dorso-lateral prefrontal cortex in the vicinity of Brodman area 9;
the left orbito frontal cortex in the vicinity of Brodman area 11; and
the left dorso-lateral prefrontal cortex in the vicinity of Brodman area 9; and
calculating a value for attraction-repulsion using the equation:
attraction=(c1*right orbito-frontal cortex (in vicinity of Brodman area 11)+c2*right dorso-lateral prefrontal cortex (in vicinity of Brodman area 9)+c3*left orbito frontal cortex (in vicinity of Brodman area 11)+c4*left dorso-lateral prefrontal cortex (vicinity of Brodman area 9))
where c1=1, c2=1, c3=1, c4=1,
whereby said values indicate each subject’s like-dislike towards the entertainment material or selected actors.
26. A method as claimed in claim 13 including the steps of applying electrodes to the scalp of each subject at F3, F4, Pp1 and Fp2 sites, calculating SSVEP amplitudes and phase differences from said electrodes, calculating values for engagement in features of the advertisement by a weighted mean SSVEP phase advance at said sites using the equation:
engagement=(b1*SSVEP phase advance at electrode F3+b2*SSVEP phase advance at electrode Pp1+b3*SSVEP phase advance at electrode F4+b4*SSVEP phase advance at Electrode Fp2)
where b1=0.1, b2=0.4, b3=0.1, b4=0.4,
whereby said values indicate each subject’s engagement in the entertainment material or selected actors.
27. A method as claimed in claim 14 wherein the step of utilising inverse mapping determines brain activity in:
the right orbito frontal cortex in the vicinity of Brodman area 11;
the right dorso-lateral prefrontal cortex in the vicinity of Brodman area 9;
the left frontal cortex in the vicinity of Brodman area 11; and
the left dorso-lateral prefrontal cortex in the vicinity of Brodman area 9,
calculating SSVEP amplitudes and phase differences from said modified EEG signals from said electrodes; and
calculating a value for engagement using the equation:
engagement=(d1*right orbito frontal cortex (in vicinity of Brodman area 11)+d2*right dorso-lateral prefrontal cortex (in vicinity of Brodman area 9)+d3*left orbito frontal cortex (in vicinity of Brodman area 11)+d4*left dorso-lateral prefrontal cortex (in vicinity of Brodman area 9))
where d1=0.1, d2=0.4, d3=0.1, d4=0.4,
whereby said values indicate each subject’s engagement in the entertainment material or selected actors.
28. A method for determining the suitability of an actor from a group of actors for a role in entertainment material including the steps of:
(a) causing each of actors to separately perform by reading the same script or acting the same role;
(b) presenting each of the actor’s performances in step (a) to a test audience;
(c) determining brain activities of the test audience separately for each of the performances; and
(d) determining the suitability of the actors for the role by reference to the brain activities determined in step (c).
29. A method of determining the selecting of a person from a group of persons for a public role, the method including the steps of:
(a) causing each person to separately make a presentation which is associated with the public role;
(b) presenting the each of the presentations of step (a) to a test audience;
(c) determining brain activities of the test audience separately for each of the persons; and
(d) selecting a person for the role by deference to the brain activities determined in step (c).
30. A method as claimed in claim 29 wherein step (c) includes the steps of placing electrodes at scalp sites of the test audience to obtain EEG signals which enable assessment of:
engagement;
attraction-repulsion (like-dislike); andor
emotional intensity.
31. A method of evaluating actors performing in entertainment material, the method including the steps of:
(a) presenting the entertainment material in which one or more actors perform to an audience;
(b) determining brain activities of the audience during presentation of the entertainment material in step (a);
(c) averaging brain activity levels separately for each of the actors when they appear in the entertainment material; and
(d) evaluating the psychological impact of each of the actors by reference to the separate brain activities determined in step (c).
32. A method as claimed in claim 31 wherein step (b) includes the steps of placing electrodes at scalp sites to obtain EEG signals which enable assessment of:
engagement;
attraction-repulsion (like-dislike);
memory for detail and verbal features;
memory for non-verbal features and emotion; andor emotional intensity.
33. A system for determining the psychological impact of entertainment material having at least first and later episodes, the system including:
(a) display means for displaying a later episode of the entertainment material to a target group of subjects who have earlier viewed the first episode of the entertainment material;
(b) determining means for determining brain activities of the target group of subjects whilst the later episode is being presented to the target group of subjects; and
(c) evaluating means for evaluating the psychological impact of the entertainment material by reference to the levels of brain activity determined by said determining means.
The claims below are in addition to those above.
All refrences to claim(s) which appear below refer to the numbering after this setence.
What is claimed is:
1. An isolated nucleic acid molecule comprising a polynucleotide having a nucleotide sequence at least 95% identical to a sequence selected from the group consisting of:
(a) a polynucleotide fragment of SEQ ID NO:X or a polynucleotide fragment of the cDNA sequence contained in Clone ID NO:Z, which is hybridizable to SEQ ID NO:X;
(b) a polynucleotide encoding a polypeptide fragment of SEQ ID NO:Y or a polypeptide fragment encoded by the cDNA sequence contained in cDNA Clone ID NO:Z, which is hybridizable to SEQ ID NO:X;
(c) a polynucleotide encoding a polypeptide fragment of a polypeptide encoded by SEQ ID NO:X or a polypeptide fragment encoded by the cDNA sequence contained in cDNA Clone ID NO:Z, which is hybridizable to SEQ ID NO:X;
(d) a polynucleotide encoding a polypeptide domain of SEQ ID NO:Y or a polypeptide domain encoded by the cDNA sequence contained in cDNA Clone ID NO:Z, which is hybridizable to SEQ ID NO:X;
(e) a polynucleotide encoding a polypeptide epitope of SEQ ID NO:Y or a polypeptide epitope encoded by the cDNA sequence contained in cDNA Clone ID NO:Z, which is hybridizable to SEQ ID NO:X;
(f) a polynucleotide encoding a polypeptide of SEQ ID NO:Y or the cDNA sequence contained in cDNA Clone ID NO:Z, which is hybridizable to SEQ ID NO:X, having biological activity;
(g) a polynucleotide which is a variant of SEQ ID NO:X;
(h) a polynucleotide which is an allelic variant of SEQ ID NO:X;
(i) a polynucleotide which encodes a species homologue of the SEQ ID NO:Y;
(j) a polynucleotide capable of hybridizing under stringent conditions to any one of the polynucleotides specified in (a)-(i), wherein said polynucleotide does not hybridize under stringent conditions to a nucleic acid molecule having a nucleotide sequence of only A residues or of only T residues.
2. The isolated nucleic acid molecule of claim 1, wherein the polynucleotide fragment comprises a nucleotide sequence encoding a protein.
3. The isolated nucleic acid molecule of claim 1, wherein the polynucleotide fragment comprises a nucleotide sequence encoding the sequence identified as SEQ ID NO:Y or the polypeptide encoded by the cDNA sequence contained in cDNA Clone ID NO:Z, which is hybridizable to SEQ ID NO:X.
4. The isolated nucleic acid molecule of claim 1, wherein the polynucleotide fragment comprises the entire nucleotide sequence of SEQ ID NO:X or the cDNA sequence contained in cDNA Clone ID NO:Z, which is hybridizable to SEQ ID NO:X.
5. The isolated nucleic acid molecule of claim 2, wherein the nucleotide sequence comprises sequential nucleotide deletions from either the C-terminus or the N-terminus.
6. The isolated nucleic acid molecule of claim 3, wherein the nucleotide sequence comprises sequential nucleotide deletions from either the C-terminus or the N-terminus.
7. A recombinant vector comprising the isolated nucleic acid molecule of claim 1.
8. A method of making a recombinant host cell comprising the isolated nucleic acid molecule of claim 1.
9. A recombinant host cell produced by the method of claim 8.
10. The recombinant host cell of claim 9 comprising vector sequences.
11. An isolated polypeptide comprising an amino acid sequence at least 90% identical to a sequence selected from the group consisting of:
(a) a polypeptide fragment of SEQ ID NO:Y or the encoded sequence contained in cDNA Clone ID NO:Z;
(b) a polypeptide fragment of SEQ ID NO:Y or the encoded sequence contained in cDNA Clone ID NO:Z, having biological activity;
(c) a polypeptide domain of SEQ ID NO:Y or the encoded sequence contained in cDNA Clone ID NO:Z;
(d) a polypeptide epitope of SEQ ID NO:Y or the encoded sequence contained in cDNA Clone ID NO:Z;
(e) a full length protein of SEQ ID NO:Y or the encoded sequence contained in cDNA Clone ID NO:Z;
(f) a variant of SEQ ID NO:Y;
(g) an allelic variant of SEQ ID NO:Y; or
(h) a species homologue of the SEQ ID NO:Y.
12. The isolated polypeptide of claim 11, wherein the full length protein comprises sequential amino acid deletions from either the C-terminus or the N-terminus.
13. An isolated antibody that binds specifically to the isolated polypeptide of claim 11.
14. A recombinant host cell that expresses the isolated polypeptide of claim 11.
15. A method of making an isolated polypeptide comprising:
(a) culturing the recombinant host cell of claim 14 under conditions such that said polypeptide is expressed; and
(b) recovering said polypeptide.
16. The polypeptide produced by claim 15.
17. A method for preventing, treating, or ameliorating a medical condition, comprising administering to a mammalian subject a therapeutically effective amount of the polynucleotide of claim 1.
18. A method of diagnosing a pathological condition or a susceptibility to a pathological condition in a subject comprising:
(a) determining the presence or absence of a mutation in the polynucleotide of claim 1; and
(b) diagnosing a pathological condition or a susceptibility to a pathological condition based on the presence or absence of said mutation.
19. A method of diagnosing a pathological condition or a susceptibility to a pathological condition in a subject comprising:
(a) determining the presence or amount of expression of the polypeptide of claim 11 in a biological sample; and
(b) diagnosing a pathological condition or a susceptibility to a pathological condition based on the presence or amount of expression of the polypeptide.
20. A method for identifying a binding partner to the polypeptide of claim 11 comprising:
(a) contacting the polypeptide of claim 11 with a binding partner; and
(b) determining whether the binding partner effects an activity of the polypeptide.
21. The gene corresponding to the cDNA sequence of SEQ ID NO:Y.
22. A method of identifying an activity in a biological assay, wherein the method comprises:
(a) expressing SEQ ID NO:X in a cell;
(b) isolating the supernatant; a) (c) detecting an activity in a biological assay; and
(d) identifying the protein in the supernatant having the activity.
23. The product produced by the method of claim 20.
24. A method for preventing, treating, or ameliorating a medical condition, comprising administering to a mammalian subject a therapeutically effective amount of the polypeptide of claim 11.