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EYE MOVEMENT STUDY ON PERFUME ADVERTISEMENTS
Bai Xuejun,Zhang Yu,Yao Haijuan,Zang Chuanli
2006, 4(3):
172-176.
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.
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