Visual impact and eye fixation of non conventional advertising (NCA) on television among young people and the elderly
نویسنده
چکیده
The purpose of this study is to analyze the visual attention of young and older subjects while viewing TV programs snippet showing non conventional advertising formats. The results, analyzed in terms of eye fixations and heat maps, show how formats studied capture the gaze depending on their characteristics and age of the subjects. Although this type of advertising appears on the screen as a distractor element where the viewer does not intend to attend, it has a clear effect on his visual attention. These advertising formats might influence
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