Review paper
Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects
Abstract
The three key ad elements (brand, pictorial, and text) each have unique superiority effects on attention to advertisements, which are on par with many commonly held ideas in marketing practice. This is the main conclusion of an analysis of 1363 print advertisements tested with infrared eye-tracking methodology on more than 3600 consumers. The pictorial is superior in capturing attention, independent of its size. The text element best captures...
Paper Details
Title
Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects
Published Date
Apr 1, 2004
Journal
Volume
68
Issue
2
Pages
36 - 50
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