| 姚海娟,钟青青,白学军.平面手机广告认知效果的眼动评价[J].包装工程,2011,32(6):1-4,14. |
| 平面手机广告认知效果的眼动评价 |
| Research on the Effects of Cognition to Print Mobile Ads Using Eye-tracking Methodology |
| 投稿时间：2010-11-12 修订日期：2011-03-20 |
| DOI： |
| 中文关键词: 平面广告 眼动 品牌 背景类型 |
| 英文关键词: print advertising eye movement position types of background |
| 基金项目:教育部人文社会科学重点研究基地重大项目 （08JJDXLX266）； 国家社科基金 “十一五” 规划国家重点项目 （ABA060004）；天津商业大学青年科研培育基金项目 （071115） |
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| 中文摘要: |
| 采用 Tobii T120型眼动仪记录测试对象观看手机广告时的眼动数据， 并结合主观评定法， 探讨品牌位置和背景类型对广告效果的影响。结果表明： 广告受众偏爱品牌在广告的左半部分； 对手机广告的背景存在偏好， 最喜欢以人物为背景， 然后为风景、 广告词； 广告背景不同时， 对手机广告内容的注意也有差异， 当背景为人物和风景时， 对手机和背景的注意比品牌多， 但对左边品牌的注意比右边多。研究结论为手机平面广告的设计提供了参考依据。 |
| 英文摘要: |
| Tobii T120 Eye Tracker was used to record eye movement of college students while they were viewing print mobile ads. The results showed that： the brands placed on the left received more fixations than that located on the right, and the brands which were located on the left were recognized better than those on the right; viewers were able to choose different background of a mobile ads, model received the most fixations, and were recognized the best, advertising message received the fewest fixations; when the background was model, viewers paid more attention to mobile and background than brands, but the brands on the left received more fixations than that placed on the right; When the background was advertising message, the brands in the upper half on the right received more fixations than that located in the bottom half on the right. The results offer a reference basis for the design of print mobile advertising. |
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