Abstract: The Eyelink Ⅱ Eye Tracker was used to investigate the eye movement of college students while they were viewing the perfume advertisements. The experiment design was 4(position of perfume: top left corner, top right corner, bottom left corner, bottom right corner)×3(background: model, advertisement words, landscape)×2(area of interest: perfume, background)within subjects design. The results showed that: 1)The significant differences were found on fixation duration and fixation count for different positions of perfume; 2)The fixation duration and fixation count on the perfumes located at the bottom were more than that located at the top, namely when the background was models, the fixation duration and fixation count of perfumes located at bottom left were more than those of others, while when the background was advertisement texts, the fixation duration and fixation count of perfumes located at top left were more than those others; 3)The fixation duration and fixation count of the advertisements with landscape background were more than those with model and texts.

Key words: perfume advertisement, eye movement, typeset

摘要： 本研究以EyeLinkⅡ型眼动仪探讨被试在观看香水广告时的眼动特征。实验设计为4（香水瓶位置：左上角、右上角、左下角、右下角）×3（背景图案：人物、广告词、风景）×2（兴趣区：香水、背景）的被试内设计。结果发现：（1）当香水瓶位于广告的下半部分时能够吸引消费者更多的注意;（2）当以人物为背景图案时,被试对位于广告左下角的香水瓶的注意更多;当以广告词为背景图案时,被试对位于广告的左上角的香水瓶的注意更多;（3）被试对香水广告版面设计时背景图案为风景的香水广告的喜爱甚于人物（名人或模特）和广告词。

关键词: 香水广告, 版面设计, 眼动