No similar pattern was found for the remaining two ads. Target group respondents reacted in such way to emotional part of the ad, as well as to its informational part (including product-benefit, product, and brand exposure scenes). We ha ve found that dominant reactions were present only in response to one of the tested ads – ''Balls '. We were looking for left hemispheric dominance, which according to the adopted theoretical model, indicated approach reactions of respondents to incoming stimulation. We compared three consecutive creative executions of the world-famous Sony Bravia ads (''Balls ', ''Paints ', and ''Play-Doh '). The aim of the study was to identify frontal cortex activation in reaction to TV advertisements.