Achieving visual attention in print

a preliminary study of visual fixations to deviant and evocative ads

Lawrence Ang, Sam Hutton

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

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.
Original languageEnglish
Title of host publicationICORIA 2007 papers
Subtitle of host publication6th International Conference on Research in Advertising
Place of PublicationAmsterdam
PublisherICORIA
Number of pages7
ISBN (Print)9789726184935
Publication statusPublished - 2007
EventInternational Conference on Research in Advertising (6th : 2007) - Lisbon, Portugal
Duration: 29 Jun 200730 Jun 2007

Conference

ConferenceInternational Conference on Research in Advertising (6th : 2007)
CityLisbon, Portugal
Period29/06/0730/06/07

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