Research On Eyemovement Of College Student Reading The Brand Advertisement With Celebrity Endorser

Celebrity Endorsers is usually used as a tactic inadvertisement. Through the three series experiments, themovement features of college student participants wereresearched by the eye movement apparatus when they readdifferent type plane advertisements, including CelebrityEndorser' s and non- Celebrity Endorser' s ads, differentCelebrity Endorser' s ads, and the same ads with differentendorser. The following results were obtained:Firstly, there are significant differences in the eyemovement pattern of college student reading on the same brandadvertisement with Celebrity Endorser and average peopleEndorser, which can be reflected by the cognition effects andembodied in various parameters such as the duration, thefixation count, the saccade amplitude, and the evaluation ofthe cognition effects in detail. This shows that anadvertisement with a Celebrity Endorser more easily attractsthe individual' s attention than one with a non-celebrityEndorser. The individual prefers the information of thecelebrity advertisement out of interests and appreciation andhis cognition process deepens accordingly.Secondly, there are significant differences in the eyemovement patterns of college students, as reflected in durationand fixation count, when they read the same brand advertisementwith different Celebrity Endorsers. This indicates that themore famous the celebrity is, the more attention the adattracts.Thirdly, there are significant differences in the eyemovement patterns of college students, as reflected in durationand fixation duration, when they read different brandadvertisements with the same Celebrity Endorsers. This showsthat the correlations between the celebrity and product in theadvertisement have an influence on the impact of the advertisement, and that the suitability of the celebrity imagefor the particular product is a critical factor in the successof the celebrity advertisement.Finally, parameters measuring interest area in all theexperiments show that the students pay more attention to thefigure image than the product and the text. This is reflectedin both IA-fixation count and IA-dwell time and theconsequently high IA-run count. So celebrity advertisement maymake the individual overlook other information in theadvertisement because of the so-called celebrity effects.