An Eye Movement Study On Shampoo Advertisements Viewing

A successful advertising should attract audience’s attention,or we can’t achieve thetransfer of information. The way of audience processing advertisements,however,is becomingan interesting topic among the psychology of advertisement. Previous researches on advertiseprocessing showed that some characteristics of advertisement such as size, color, andbackground influence audience’s attentions.The brand of product plays a very important role in the revenue of an enterprise and it isan intangible asset for the enterprise. So,how to audience processing the brand-relate cues inprint advertisements attract more eyes.To explore how people view the advertisements of shampoo, we conducted twoeye-tracking experiments.In the first experiment, we manipulated the surface of brand and theposition of brand. The second experiment investigated the influence of positon of brand andthe surface of brand with different kinds of background on advertisements viewing. Theresults showed that:（1）The surface of brand significantly affect audience’s attention.Viewers spent morefixation duration and fixation and pupil size on large surface of brand advertisements thansmall ones.（2） The brand in the print ads showed clearly position effect. Whether in the shampooadvertisement without background, or in the shampoo advertisements have the backgroundwith different scenery,we found the subjects have more fixation times and a larger pupil sizeto the bottom of the advertisement.（3） For the same products,if the ads background have the same type, regardless of thelevel of the subjects lovely of these backgrounds, will have no affect on the product brandfixation.