J4 ›› 2012, Vol. 11 ›› Issue (10): 56-58.

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Influence of Different Styles of Campus Advertisement: an Eye-movement Study

Objective: To examine the influence of different styles of campus advertisement. Methods: Using SMI Eye-tracking
system, 40 undergraduates attended the experiment with a two-factor design. Results: There was no significant difference between the ad's styles with text only and with both picture and text (P>0.05), but there was difference while considering ad's content (P<0.05). Conclusion: Subjects in different interest level would pay more attention to see the region of company in ads with the text only.   

  1. College of Education and Technology, Northwest University for Nationalities, Lanzhou 730124, China
  • Received:2011-11-18 Online:2012-10-15 Published:2012-10-15

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Abstract:

Objective: To examine the influence of different styles of campus advertisement. Methods: Using SMI Eye-tracking
system, 40 undergraduates attended the experiment with a two-factor design. Results: There was no significant difference between the ad's styles with text only and with both picture and text (P>0.05), but there was difference while considering ad's content (P<0.05). Conclusion: Subjects in different interest level would pay more attention to see the region of company in ads with the text only.

Key words: ads in campus, interest levels, experiment on eye movement

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