Achieving visual attention in print : a preliminary study of visual fixations to deviant and evocative ads | Macquarie University ResearchOnline

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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/90532

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Title: Achieving visual attention in print : a preliminary study of visual fixations to deviant and evocative ads
Related: International Conference on Research in Advertising (6th : 2007) (29 - 30 June 2007 : Lisbon, Portugal)
Related: ICORIA 2007 papers : 6th International Conference on Research in Advertising
Publisher: Amsterdam : ICORIA
Date: 2007
FoR/RFCD Code(s): 150500 Marketing
Author/Creator: Ang, Lawrence
Author/Creator: Hutton, Sam
Description: We sought to determine whether magazine ads that contain deviant and evocative visuals were more efficient at capturing and holding attention (and consequently better remembered) than comparison ads that employ standard visuals. Participants viewed experimental (deviant and / or evocative) and control ads embedded in a magazine whilst their eye movements were recorded. Participants had longer dwell times to experimental ads compared to control ads. In addition, deviant and evocative ads resulted in higher levels of ad recognition during a test carried out one week later. These findings have important practical implications for the type of images advertisers employ.
Description: 7 page(s)
Subject Keyword: 150500 Marketing
Resource Type: conference paper
Organisation: Macquarie University. Dept. of Business

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