ASSESSING ADVERTISING INFLUENCE: THE IMPORTANCE OF TEXT AND IMAGE PLACEMENT
Authors: Ana Silva
Published: May 2024
Abstract
<p>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 eyetracking technology to objectively measure participants' gaze and attention. Leveraging eye-tracking parameters, the study quantifies attention allocation, offering more precise insights. </p>
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