Integrating text and pictorial information: Eye movements when looking at print advertisements
Integrating text and pictorial information: Eye movements when looking at print advertisements
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DOI：
10.1037/1076-898x.7.3.219
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发表时间：
2001-09-01
影响因子：
2.6
通讯作者：
Duffy, SA
中科院分区：
文献类型：
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作者：
Rayner, K;Rotello, CM;Duffy, SA
观众观看印刷广告时，他们的眼球运动被记录下来。其中一半人被告知要特别注意汽车广告，另一半人被告知要特别注意护肤品广告。观众倾向于花更多的时间看广告的文字而不是图片部分，尽管他们确实花更多的时间看他们被指示要注意的广告类型。广告图片部分的注视持续时间和眼跳长度都比文字部分长，但更多的注视是在文字部分。观众并没有在广告的文字和图片部分之间交替注视，但他们倾向于阅读大字体，然后是较小的字体，然后他们看着图片（尽管有些观众对图片进行了初步的粗略扫描）。（a）观众如何整合图片和文字信息和（B）应用研究和广告发展的影响进行了讨论。
Viewers looked at print Advertisements as their eye movements were recorded. Half of them were told to pay special attention to car ads, and the other half were told to pay special attention to skin-care ads. Viewers tended to spend more time looking at the text than the picture part of the ad, though they did spend more time looking At the type of ad they were instructed to pay attention to. Fixation durations and saccade lengths were both longer on the picture part of the ad than the text, but more fixations were made on the text regions. Viewers did not alternate fixations between the text and picture part of the ad, but they tended to read the large print, then the smaller print, and then they looked at the picture (although some viewers did an initial cursory scan of the picture). Implications for (a) how viewers integrate pictorial and textual information and (b) applied research and advertisement development are discussed.