Current Journal of Humanities, Arts and Social Sciences (CJHASS)

ANALYZING ADVERTISING IMPACT: THE ROLE OF TEXT AND IMAGE POSITIONING

Authors

  • Mei Ling Zhang Shanghai World Foreign Language Academy, Shanghai, China,

Abstract

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 eye-tracking technology to objectively measure participants' gaze and attention. Leveraging eye-tracking parameters, the study quantifies attention allocation, offering more precise insights

Keywords:

Advertising, Attention, Eye tracking, Horizontal positioning, Consumer behavior

Downloads

Published

2024-04-09

Issue

Section

Articles

How to Cite

Zhang, M. L. (2024). ANALYZING ADVERTISING IMPACT: THE ROLE OF TEXT AND IMAGE POSITIONING. Current Journal of Humanities, Arts and Social Sciences (CJHASS), 3(2), 62–66. Retrieved from https://zapjournals.com/Journals/index.php/cjhass/article/view/1868

References

Yao Xi,Jiang Yibin. (2006). The historical staging and staging basis of the world advertising history. Advertising Research (theoretical edition) (02), 65-71.

Dai Xinyu & Lin Shengliang. (2023). —— Take Guangzhou Daily as an example. Media Forum

(10), 4-7.

Chen Xiaoxu. (2022). Analysis of the euphemism in the advertising text. Overseas English (21), 6768+71

Ding Taiyan & Yang Muke. (2019). The influence of the advertising text literariness on the brand. Audio-visual (02), 193-194. doi:10.19395/j.cnki.1674-246x.2019.02. 106.

He Xueting. (2020). Research on the influence of product display picture type on advertising click willingness (master's thesis, Zhongnan University of Economics and Law). https://43.138.60.40/KCMS/detail/detail.aspx?dbname=CMFD202102&filename=1020748359.nh

Li Baoku,Wang Qiaoli. (2019). Metaphor and the cognitive effect of picture advertising: the regulating effect of thinking mode. Journal of Liaoning Engineering and Technical University (Social Science Edition) (03), 161-169.

Nan Yu-fan. (2002). How to conduct advertisement effect evaluation scientifically. Industrial technology and Economy (04), 91-92

Ewing, K. (2005). Studying web pages using Eye Tracking, Tobii Technology, USA.

Goodwin, S., Prouzeau, A., Whitelock-Jones, R., Hurter, C., Lawrence, L., & Afzal, U., et al. (2022). Veta:visual eye-tracking analytics for the exploration of gaze patterns and behaviours. Visual Informatics (English), 6 (2), 13.

Granka, L. A., Joachims, T., & Gay, G. (2004). Eye-tracking analysis of user behavior in WWW search. In Proceedings of the 27th

M. Oya Çınar. (2009). Eye Tracking Method to Compare the Usability of University Web Sites: A Case Study. International Conference on Human Centered Design. Springer, Berlin, Heidelberg.

Wang Keqin. (2005). Eye movement research in different ways of print advertising (master's dissertation, Shanghai Normal University).

https://43.138.60.40/KCMS/detail/detail.aspx?dbname=CMFD0506&filename=2005063025.nh Ding Jinhong, Wang Jun, Zhang Qin. (2004). Eye movement study of differences between graphics and text processing in print advertising. New Psychology Exploration (04), 30-34.

Ella Gill(2018). General Psychology.Tritech Digital Media.

Huang Zan,Du Yingjue,Xu Feifei & Hu Chuming.(2022).How Does the Horizontal Position of Pictures and Text Affect Product Evaluation? Based on Left and Right Position Effect . Frontiers in Psychology.

Similar Articles

1 2 > >> 

You may also start an advanced similarity search for this article.