摘要
本文采用眼动实验法与内容分析法,以眼动仪采集的"注视点个数"(Fixation count)测量电视广告所捕获的视觉注意,分析包括"广告段"和"广告"两个层面的广告特征自变量与视觉注意间的关系,并建构电视广告视觉注意模型。
By using the methodology of Eye-tracking experiment and content-analysis, this study explores the visual attention captured by TV advertisements which is measured by fixation count, and analyses the relationship between advertising characteristic variables（including two levels： advertising break and advertisement） and visual attention. And then, based on the results of factor analysis and regression analysis, the model of advertising visual attention is constructed.
出处
《国际新闻界》
CSSCI
北大核心
2013年第6期112-122,共11页
Chinese Journal of Journalism & Communication
基金
教育部“985”工程项目“认知神经传播学方法及应用性研究”阶段成果之一~~
关键词
广告
视觉
眼动
电视
注意
advertising, visual, eye-tracking, TV, attention
