Perception of visual advertising in different media: from attention to distraction, persuasion, preference and memory

Frontiers in Psychology

Jaana Simola¹ 

关键词: advertising;    eye movements;    attention;    memory;    ad format;    animation;    internet;    media;   

DOI  :  10.3389/fpsyg.2014.01208

学科分类：心理学（综合）

来源: Frontiers

【 摘 要 】

Our everyday visual environment is cluttered with advertisements. We come across them in newspapers, magazines, television, and Internet. They can be static, as in print advertisements, or dynamic, as is often the case with TV and Internet ads. The advertising messages are transmitted into the cognitive and affective systems via visual processes. Rather than being a mere input device, the visual processes both voluntarily and involuntarily control the amount and quality of information that is passed onto further mental processing. The effectiveness of advertising therefore critically depends on its ability to attract visual attention. The advertisements should also retain attention long enough in order to allow sufficient encoding of information into the long-term memory.

【 授权许可】

CC BY