ANALYZING ADVERTISING IMPACT: THE ROLE OF TEXT AND IMAGE POSITIONING

Abstract

This study delves into the realm of advertising, tracing its evolution from verbal peddling to modern multimedia formats. While advertising has evolved significantly over time, its core objective remains constant: to capture consumer attention and drive product sales. Past research has scrutinized various aspects of advertising, including text and images, albeit separately. In contrast, this study adopts a holistic approach by considering both text and images simultaneously, aiming to explore the impact of horizontal positioning on consumers' attention in advertisements. Unlike previous studies relying on subjective self-assessment questionnaires and recall recognition methods, this research employs eye-tracking technology to objectively measure participants' gaze and attention. Leveraging eye-tracking parameters, the study quantifies attention allocation, offering more precise insights.