Although neuromarketing research has been gaining popularity inrecent years, the protagonist remains undervalued in storrytellingnarratives. Of the neuromarketing articles found on Google Scholarand published in the last two decades, less than 7% were devoted tostorytelling. With the development of neuroscience, commercial companies areincreasingly turning to neuroimaging methods to find out the answerto the question of how to influence the buyer so as to minimise costsand maximise profits. Thus, it is not important to obtain informationabout what the buyer needs or is looking for, but only how to focusthe buyer's attention on the product. The results of neuromarketingresearch indicate that by means of a properly composedcommunication, the creators of the message are able to efficientlyand effectively reach the potential customer, thus reducing the costsassociated with the sale. The EEG study described in the articleshows the differences in the obtained results depending on theconstruction of the presented communication.