EYE-TRACKING: THE INFLUENCE OF PICTURE AND TEXT LAYOUT ON THE EFFECT OF COMMERCIAL ADVERTISING

Abstract

Advertisements play a crucial role in promoting products and shaping the brand image. The primary purpose of advertising is to capture consumers' attention and convey brand-related information. In this study, we investigate two typesetting methods in advertisements. The positions of images and text, whether on the left or right side, are treated as independent variables, while the gazing behavior of subjects is considered the dependent variable. Twenty subjects were included and divided into two groups. Each group was exposed to corresponding advertising materials—one viewed advertising posters with text on the left-hand side and images on the right-hand side, while the other group observed posters with text on the right-hand side and images on the left-hand side. The subjects' gazing behaviors were recorded using an eye tracker, enabling us to identify and quantify their attention. Subsequently, statistical analyses were conducted. The results indicate that the subjects paid more attention to the text information and less attention to the images. Furthermore, the horizontal position of the text and pictures also influenced the subjects' attention. These findings provide valuable insights for advertising design, emphasizing the significance of strategically placing text and images to optimize the effectiveness of advertisements.