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Eye tracking study of attention to print advertisements: Effects of typeface figuration
The use of rhetorical figures has become a widely-accepted method for capturing attention and positively increasing cognitive effort in print advertisements. So far research studies mostly analyzed the effect of rhetorical figures in the written as well as pictorial elements of an ad. However, there have been few studies addressing the effect of rhetorical figuration in the specific area of typeface design. This study analyzes the effects of typeface figuration (i.e., regular vs. irregulardoi:10.16910/jemr.9.5.6 fatcat:2wwlxjnm4vcslblpxzipqwt6gu