A Study On The Eye Movements Of College Students In Watching Sports Stars' Endorsement Advertisement

With the development of the times, sports star advertising is increasing in the social phenomenon. Study this phenomenon from the psychological. We have to research the experiment of human eye movements. Human eye movements is affecting the economic. Sports advertising, especially sports star endorsements ads as a new business selling promotional products, is more and more popular. Does the sports star endorsements ad will bring a positive impact on advertising? Does the sports star endorsements ad’s position will affect consumer’s desire? From the view of sports and psychological, this article using eye tracking research on human eye movement, discussing the effects of different sports stars advertising and design positions.This paper is divided into two experimental,we used same group of the subjects. The first experiment subjects were recorded focus on the sports stars or the non-sports star advertising of Eye Movement.To investigate the influence of sports stars and non-sports star endorsement of advertising.The second experiment is based on the first one.Further discussion the different position’s(left,right) effect of sports star endorsement advertising. And conduct a comprehensive analysis of selected the number of fixations and fixation time to explore the different locations picture of advertising. We will try to figure out the best presentation of sports advertising. It will help us to provide theoretical guidance for the design of sports advertising, and achieve maximum economic benefits in sports advertising. It also will provide data to support assessment for sports advertising. The research draws some conclusions as follows:(1)The advertising of sports star endorsements is more attractive.Contrasts the difference between the sports stars and non-sports star endorsements advertising in eye movement.Sports star endorsement from watching or watching on the number of time are significantly higher than non-sports star endorsements ad.(2)Different endorsements locations will also have different effects on advertising effectiveness.Eye Movements index contrast sports stars at different locations advertisement,we find that, the subjects respect sports stars on the left will give more attention to advertising.Over the image, the left picture’s watching the number of sports stars and watching times is more higher than sports stars in right picture.In the text, the left text’s watching the number of sports stars and watching times is below than sports stars in right text.In the same location, but different elements of advertising, there are significant differences in the number of watch and watching times. Left picture’s watching sports stars and watch the number of times is higher than sports stars in right text.