汽车平面广告中商标位置的眼动研究

Eye Movements Study on the Placement of Trademark in Automobile Print Advertisements

目的:探讨汽车平面广告中商标的眼动数据,为改进平面广告的设计提供和依据.方法:以眼动仪为测量工具,采用4×2×2混合实验设计,对40名裸眼视力或矫正视力均在1.0以上的大学生进行实验.结果:(1)不同位置汽车商标注视点次数和平均注视时间存在显著差异;(2)黑白背景下被试对汽车商标注视点次数和平均注视时间显著多于原色背景;(3)男性被试对汽车商标的注视点次数显著高于女性被试;女性被试对汽车商标的平均注视时间显著高于男性被试;(4)各变量之间交互作用不显著.

Objective:Analyzing the eye movements of trademarks in automobile print advertisements,so as to provide support for the improvement of print advertisement design.Method:Using the eye movement meter as the measuring tool,with a mixed experiment design of 4×2×2,the experiment was carried out on 40 undergraduates with naked eye vision or corrected vision above 1.0.Result:(1)There were significant differences in both the times of eye fixation and the average time of duration on different automobile trademark placement;(2)The times of eye fixation and time duration under black and white background are greater than under primary background;(3)Male subjects had much more times of eye fixation on automobile trademarks than that of female subjects;the time duration of female subjects on automobile trademarks was significantly longer than that of male subjects;(4)The interaction between variables is not significant.