E3S Web Conf.
Volume 236, 20213rd International Conference on Energy Resources and Sustainable Development (ICERSD 2020)
|Number of page(s)||5|
|Section||Urban Environmental Architecture and Digital Design Application|
|Published online||09 February 2021|
Research on Cognitive Effects of Narrative Rhetoric in Print Advertisement Based on Eye Movement
1 Department of visual communication, Art School of Jiangsu University Zhenjiang, Jiangsu, China
2 Department of Digital Media and Animation, Art School of Jiangsu University Zhenjiang, Jiangsu, China
3 Department of Digital Media and Animation, Art School of Jiangsu University Zhenjiang, Jiangsu, China
This article uses eye movement experiments to study the cognitive effects of consumer groups on different narrative-quality advertisements. The experiment selects typical advertising cases, takes college students as subjects, and uses computers to track and analyze eye movement data. The experimental results show that the quality of narrative rhetoric directly affects the number of attention, duration, and pupil diameter of the subjects, and the subjects’ browsing time and memory of advertisements are positively related to the quality of narrative rhetoric of advertisements. Among them, in the Low-involvement/Thinking product advertisements, consumers' eye movement data for advertisements with better narrative quality is relatively more significant.
© The Authors, published by EDP Sciences 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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