The Construction of TV Advertising Visual Attention Model: Based on Eye-tracking Experiment

The Communication and Cognitive Science Laboratory of Renmin University of China

Chinese Journal of Journalism & Communication ›› 2013, Vol. 35 ›› Issue (6) : 112-122.

The Construction of TV Advertising Visual Attention Model: Based on Eye-tracking Experiment

  • The Communication and Cognitive Science Laboratory of Renmin University of China
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Abstract

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.

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The Communication and Cognitive Science Laboratory of Renmin University of China. The Construction of TV Advertising Visual Attention Model: Based on Eye-tracking Experiment . Chinese Journal of Journalism & Communication. 2013, 35(6): 112-122

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Funding

This paper is a result of the research project “the Cognitive Neural Communication Methods and Applications”, supported by the 985 Research Fund of the Ministry of Education.

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