광고 모델의 시선 방향이 광고 효과에 미치는 영향 – 안구운동추적 연구 –An eye-tracking study on the influence of the model’s gaze direction on the advertising effectiveness
- Other Titles
- An eye-tracking study on the influence of the model’s gaze direction on the advertising effectiveness
- Authors
- 정혜녕; 남윤주; 홍우평
- Issue Date
- Dec-2018
- Publisher
- 한국텍스트언어학회
- Keywords
- 시선 유도 효과; 모델의 친숙성; 지면 광고; 광고 효과; 광고 텍스트 처리; 안구운동추적; Gaze direction; Model’s familiarity; Print ad text; Advertising effectiveness; Text processing; Eye-movement tracking
- Citation
- 텍스트언어학, v.45, pp.219 - 253
- Indexed
- KCI
- Journal Title
- 텍스트언어학
- Volume
- 45
- Start Page
- 219
- End Page
- 253
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/190886
- DOI
- 10.22832/txtlng.2018.45..010
- ISSN
- 1229-0203
- Abstract
- The current study investigated the influence of the model’s gaze direction on the consumers’ processing of the print ad text and the corresponding ad effect. 36 Korean adults’ eye - movements were recorded while they looked at the printed ads in which an unfamiliar foreign model’s gaze was directed either to the front (to the participants/consumer) or to the side where the product image or the ad copy was placed. The eyemovement data strongly indicated that the participants processed the visual objects/texts more rapidly and actively in the latter case. Crucially, the overall ad effectiveness turned out to be stronger as well. In brief, the current study demonstrates that the effect of the ads might be strengthened by manipulating the gaze direction of the ad model relative to the key information of the ads, especially when the model is unfamiliar to the target consumers.
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