本文采用眼动实验法与内容分析法，以眼动仪采集的“注视点个数”(Fixation count)测量电视广告所捕获的视觉注意，分析包括“广告段”和“广告”两个层面的广告特征自变量与视觉注意间的关系，并建构电视广告视觉注意模型。

By using the methodology of Eye-tracking experiment and content-analysis, this study explores the visual attention captured by TV advertisements which is measured by fixation count, and analyses the relationship between advertising characteristic variables(including two levels: advertising break and advertisement) and visual attention. And then, based on the results of factor analysis and regression analysis, the model of advertising visual attention is constructed.