平面广告中图形与文本加工差异的眼动研究

Eye Movement Differences of Processing Text and Picture in an Advertisement

记录被试在观看不同文本位置的平面广告时的眼动轨迹,探讨了广告中文本和图形加工的差异性、文本在广告中的不同位置(左上、左下、右下、右上)的加工差异、人们对广告图片及文字的评价与其眼动指标是否具有一致性以及与再认成绩的相关程度等。结果表明,(1)瞳孔大小是比较敏感的指标,在观看广告时,文本的位置及评价水平都可以引起瞳孔大小的改变;而不会对注视时间产生影响。(2)人们对文本和图形的加工方式上存在差异,它不仅表现在眼动指标上,同时也表现在再认成绩上。广告中适当的文字有助于广告内容的记忆。

Eye movements were recorded during viewing advertisements with text in different locations to investigate different processes of obtaining information from advertisements. The results indicate that: (1) the pupil size is more sensitive than fixation duration to different locations of text; (2) the significant differences between processing of picture and text were found not only on the eye movements, but also on the recognition of the advertisements. Text can facilitate the memory of the advertisement.