校园二维广告兴趣度的眼动研究

Influence of Different Styles of Campus Advertisement: an Eye-movement Study

目的:考察对广告感兴趣程度不同的个体在观看不同类型的校园广告时的加工情况。方法:利用眼动仪,采用二因素实验设计对40名大学生进行实验。结果:两种广告样式在注视时间、注视次数和感兴趣程度上的差异无统计学意义(P>0.05),而两种广告内容在两种主要眼动指标和感兴趣程度上差异有统计学意义(P<0.05)。结论:感兴趣程度不同的个体对纯文案广告中那些有关公司的区域更加关注。

Objective： To examine the influence of different styles of campus advertisement. Methods： Using SMI Eye-tracking system, 40 undergraduates attended the experiment with a two-factor design. Results： There was no significant difference between the adds styles with text only and with both picture and text （P〉0.05）, but there was difference while considering ad＇s content （P〈0.05）. Conclusion： Subjects in different interest level would pay more attention to see the region of company in ads with the text only.