名人代言广告受众的眼动研究

A Research on Eye Movements When Looking at Celebrity Advertisements

研究采用Tobii T60型眼动仪记录了男女被试观看名人/非名人广告时的眼动数据,并结合主观评定法,讨论了名人代言广告和被试性别因素对广告效果的影响。结果表明:名人广告会增加受众对广告整体的注视时间及首次注视时间,提高受众对广告文本的注视时间及注视次数,名人广告更容易被受众首先开始关注。性别也是影响广告效果的一个重要因素,在浏览广告时,男性更关注广告的品牌,而女性更关注广告的图片;在对广告的态度上,女性态度更好;男性相对女性可以更好的记住广告中的品牌及文本。研究为名人代言广告的效果测评提供了新方法,为名人代言广告的设计提供了参考依据。

Tobii t60 Eye Tracker was used to record eye movement of male/female subjects when they are reading celebrity advertisements.The research showed that：celebrity advertisement could increase subjects fixation duration and first fixation duration on the whole advertisements and the text,which made the advertisement easier to grasp subjects attention;gender was also a significant factor,male subjects tend to focus on the brands while female subjects were inclined to focus on the pictures;female subjects also had a more positive attitude towards the advertisement,while male subjects could remember the brands and texts better.Research provides a reference for the rational design and academic research of celebrity advertisement.