名人代言广告受众的眼动研究

研究采用Tobii T60型眼动仪记录了男女被试观看名人/非名人广告时的眼动数据,并结合主观评定法,讨论了名人代言广告和被试性别因素对广告效果的影响.结果表明:名人广告会增加受众对广告整体的注视时间及首次注视时间,提高受众对广告文本的注视时间及注视次数,名人广告更容易被受众首先开始关注.性别也是影响广告效果的一个重要因素,在浏览广告时,男性更关注广告的品牌,而女性更关注广告的图片；在对广告的态度上,女性态度更好；男性相对女性可以更好的记住广告中的品牌及文本.研究为名人代言广告的效果测评提供了新方法,为名人代言广告的设计提供了参考依据.

A Research on Eye Movements When Looking at Celebrity Advertisements

Tobii t60 Eye Tracker was used to record eye movement of male/female subjects when they are reading celebrity advertisements.The research showed that:celebrity advertisement could increase subjects fixation duration and first fixation duration on the whole advertisements and the text,which made the advertisement easier to grasp subjects attention;gender was also a significant factor,male subjects tend to focus on the brands while female subjects were inclined to focus on the pictures;female subjects also had a more positive attitude towards the advertisement,while male subjects could remember the brands and texts better.Research provides a reference for the rational design and academic research of celebrity advertisement.