Research On Objective Evaluation Method Of Advertising Design Based On Visual Attention Mechanism

With the development of society,the consumer psychology of consumers is becoming more and more mature.Existing advertisements are not only used to guide consumption,but also to shape their products and promote their corporate image.From the perspective of marketing management,advertisements have become to be an important method to promote the brand image.So the study on the effect of advertising design is the trend of advertising marketing at present,it can strengthen the scientific and rationality of advertising marketing and make the design of advertisements more well-directed,so that it would achieve the best effect of advertisement in actual application.From the perspective of visual attention,an objective evaluation method of advertisement design is proposed in this paper,Firstly saliency detection algorithm is used to detect the salient regions of graphic advertisement,which preliminarily reflect the visual effects of customers.Based on the salient regions,the fixations are generated in sequence combined with the competition mechanism of WTA and inhibition of return mechanism.The fixations reflects the intensity of each salient region in the graphic advertisement,which determines the priority of the visual effect on each advertising visual element.According to the experimental results,it shows that this evaluation method can basically simulate the attention mechanism of human visual system to evaluate the graphic advertisement objectively.This method provides an objective and scientific reference for advertisement evaluation.