Eye Movements in the Processing of Print Advertisements [chapter]

Ralph Radach, Stefanie Lemmer, Christian Vorstius, Dieter Heller, Karina Radach
2003 The Mind's Eye  
Research on the visual processing of advertisements has so far focused on formal aspects such as the relative size of print or the composition of graphical elements. Little is known, however, about effects of specific content-related design factors. One such factor is the complexity of the pragmatic relation between image and text. We refer to an advertisement as "explicit" when it depicts the target product (e.g. a stereo or a car) together with a related headline in a semantically
more » ... ard way. In contrast, an "implicit" advertisement includes pictures and text neither of which are directly related to the product. In two experiments, eye movements were measured during the viewing of advertisements containing a large pictorial element, a headline and a fictitious product name. Items targeting on identical products were designed in an explicit and an implicit version. Participants were asked to view the stimuli item-by-item in preparation for an evaluation on scales of valence and interestingness or for a short paraphrasing of ad content. In support of our hypothesis, viewers spent significantly more time on implicit advertisements and also rated them as more positive and interesting. While mean fixation durations and saccade amplitudes did not differ, there was a substantial difference in the number of fixations. The variation of task had profound consequences both for viewing behavior on regions of interest (headline, picture and brand name) and recall, but did not affect the main effect of ad complexity.
doi:10.1016/b978-044451020-4/50032-3 fatcat:qgs5qoqqajggjbxagahmvnybke