Eye-movements Research On Layout Of The Automotive Print Advertisement

Person's ability to process information is limited, so when read the ads we can not simultaneously watch the whole layout of all parts of the ads, so how to make use of limited advertising space to arrange the trademarks of merchandise or picture to attract attention is basic to have a good effect, as well as one of the objects the ads producers pursued.In addition car for the people of different genders have special significance, and the men and women's distinction in other areas will be extended to the understanding of the print ads, it is also project that worthy of our concern. In this study, the location of the automobile trademark (left, right, left, right)×gender (male, female), in the two experimental conditions (reading test for 15 seconds, control time by subjects), to examine the subject's fixation to 16 ads for eye movement research. The results show that:(1) the location of the trademarks impact the data of the eye movement, but not to achieve significant level on Fixation Count,Pupil Size, except Dwell Time;(2) There is significant differences in the data of the eye movement between men and women, specific performance at the Fixation Count and the Pupil Size;(3)Different interesting areas vary different degrees of concern. The different levels concern about ads performance in the different eye movements data. No matter in which experimental conditions, the Fixation count and the Pupil Size between different interesting areas achieve significant level.