Effects of Design Elements in Magazine Advertisements

  • Young Sam Ryu
  • Taewon Suh
  • Sean Dozier
Part of the Lecture Notes in Computer Science book series (LNCS, volume 5639)

Abstract

In this study, unlike previous studies where participants were instructed to pay attention to the advertisements, we set up a more naturalistic situation of reading magazine. Five major design elements (body text, head text, brand logo, product image, and human model image) were investigated and our results showed pictorial elements captured more looking time and fixations than textual elements in general and textual elements received more looking time and fixations per unit size than pictorial elements. Also, a comparative data analysis of two different but very similar advertisements of competing products provided design implications regarding the use of human model image and head text.

Keywords

print advertisement eye tracking 

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References

  1. 1.
    Aoki, H., Itoh, K.: Eye Tracking Analysis of Effects of Key Styling Factors on Visual Attention During Reading of Printed Advertising. In: Applied Human Factors and Ergonomics International, Las Vegas, NV (2008)Google Scholar
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    Pieters, R., Wedel, M.: Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects. Journal of Marketing 68(2), 36–50 (2004)CrossRefGoogle Scholar
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    Rayner, K., et al.: Integrating text and pictorial information: Eye movements when looking at print advertisements. Journal of Experimental Psychology: Applied 7(1), 219–226 (2001)MathSciNetGoogle Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2009

Authors and Affiliations

  • Young Sam Ryu
    • 1
  • Taewon Suh
    • 2
  • Sean Dozier
    • 1
  1. 1.Ingram School of EngineeringUSA
  2. 2.Department of MarketingTexas State University-San MarcosSan MarcosUSA

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