基于眼动追踪技术的旗帜广告效果研究  

Research on banner advertising effect based on eye tracking technology

作　　者：沈艳[1] 

机构地区：[1]河海大学商学院,江苏南京211100

出　　处：《现代电子技术》2015年第18期78-80,88,共4页Modern Electronics Technique

基　　金：中央高校基本科研业务费专项基金项目:区域品牌形象的维度构建及测评研究(2010B10514)

摘　　要：随着互联网的普及和网民数量的增加,越来越多的企业更加倾向于选择网络广告推广自己的产品或服务。旗帜广告是网络广告最主要的类型之一,利用眼动追踪技术记录被试阅读旗帜广告时的眼动模式,结果发现:当广告背景色为红色时,被试对黄色和白色文字前景色的旗帜广告注视次数更多,对方正兰亭中黑的旗帜广告注视次数也多。最后,根据眼动结果对广告主提出有价值的广告策略。With the popularity of Internet and the increase of Internet users,more and more enterprises tend to choose net-work advertisement to promote their products or service. Banner advertising is one of the major types of Internet advertisement, so the eye tracking technology is used in this article to record subjects＇＇＇＇eye movement patterns while they are reading banner ad-vertisement. Results show that when the background color is red,the banners with yellow or white text foreground color will ob-tain more fixation counts;meanwhile,the square lanting banners with black in the center will obtain more fixation counts too. Finally,some suggestions are given to advertisers for better advertising design.

关 键 词：旗帜广告 眼动追踪技术 字体 文字前景色 

分 类 号：TN911-34[电子电信—通信与信息系统]