광고 모델의 시선 방향이 광고 효과에 미치는 영향 – 안구운동추적 연구 –

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.