<p>Every day, we are exposed to hundreds of advertising campaigns; however, only about 12% of all this advertising leaves a lasting impression in our brains, highlighting the importance of capturing consumer attention. Evaluating the effectiveness of an advertising campaign allows us to predict its potential success. This practice has been employed by traditional marketing companies for many years, the results can be influenced. In this research, the acquisition and pre-processing of electroencephalographic (EEG) signals generated while viewing visual advertising campaigns are conducted. These signals reflect individuals’ autonomic responses and are not consciously or voluntarily fabricated reactions to stimuli. Subsequently, an electrical activation analysis of the cortical brain and visualization of the EEG signals are performed through a three-dimensional representation on a standardized brain model. The brain regions with the highest electrical activation are analyzed and compared using two mathematical and computational techniques, one linear and one non-linear. The neural response due to the advertising images are compared against the brain representation during the performance of cognitive tasks involving selective attention and implicit memory. This allows us to infer the occurrence of these cognitive processes, evoked by marketing campaigns (visual ads), which are essential constructs for studying consumer behavior. The results indicate that visual advertising campaigns containing linguistic and cultural elements embedded in the graphic designs trigger greater brain activation, which is associated with the cognitive processes of selective attention and implicit memory. Thus, it can be concluded that this type of advertising images increases the probability of influencing purchasing decisions.</p>