The Eye Tracking Research On The Effectiveness Of Advertisements Using The Intensity Of Sexual Appeal

With the rapid development of today's society,advertising is increasingly affecting more and more people's work and life.In order to stand out in a number of advertising,more and more advertisers use sexy elements of advertising to attract the viewer's eyes.In order to know whether the effectiveness of advertising to achieve the desired effect while avoiding the waste of advertising investment,we should use effective advertising evaluation.This paper uses experimental method and eye movement technology to study the effect of the use of sexual appeal elements in advertising.Research one selects the advertising category(functional,empirical)and advertising contained sexual appeal intensity(weak,strong)two dimensions to evaluate the effect of advertisement subjectively.Research two uses eye movement technology by observing the eye movement characteristics of the participants while watching the sexual appeal advertisements to verify the effectiveness of the advertising appeal.According to the results of subjective questionnaire,empirical advertising and light appeal intensity advertising scored the highest in advertising attitude and brand attitude.The purchase intention of empirical advertising is stronger than the purchase intention of functional advertising.Secondly,this paper designed the eye movement experiment,through the observation duration,the number of gaze,to explore the advertising effect of sexual appeal intensity and advertising type.The results show that the functional advertising and strong appeal advertising have a more obvious impact on the advertising brand;Empirical advertising and light appeal advertising have a significant impact on advertising pictures.