2. Brain Function

4. Homecoming starts at Arrivals…
At what point in your journey do you consider
you have returned home?
… from the moment the
Percentage %
plane hits the runway
This is the threshold point where the
Returners felt they had come back
home
Percentage %

5. Advertising themes which generated
a feeling of returning home

6. Less relaxed than the ‘Returners’,
but still high levels of alertness
Percentage %

7. Returners have returned home
and things feel familiar

8. Returning home leads
to emotional feelings of wellbeing

9. Standardised test

10. Returners stimulus:
Non-airport advertising:
Ads that were of interest and ads that gave a feeling of returning home
No. of respondents

11. What Returners want to buy
• Returners have everyday needs as they go back to old routines
• 69% considered seeing adverts for new films, theatre, TV
programmes, DVD and game releases would give them a feeling
of being kept up to date
No. of respondents

12. Visual Cortex
• Visual cortex
activated, less relaxed
state
– Processing info in
a non-everyday
environment
– Increased
involvement with
stimulus
– Increased level
of cognition

13. Familiarity and reassurance

15. PtS is “comparable” with other
media environments
Index

16. Conclusion