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http://dx.doi.org/10.14400/JDC.2019.17.3.413

A Study on Visual Attention Factors for Advertising Photographs  

Kim, Dae-Wook (Department of Photographic Visual Media Dae-Gu Art University)
Publication Information
Journal of Digital Convergence / v.17, no.3, 2019 , pp. 413-425 More about this Journal
Abstract
We see many images every day, some of these images are stored in memory, and the majority are immersed in the unconscious world. Visual elements are seen by personal attention or by visual or biological attention factors. Specific and clear discovery of this visual attention has not yet been made. However, there is an interesting discussion of this visual attention in the fields of interior, design, visual perception, advertising, and psychology. Advertising photographers are expected to produce what their work will have on viewers and consumers. However, the adjustment of subject, exposure, color, or post-production, which could have a visual effect on the consumer, was determined only by the photographer's senses rather than the experimental verification. The advertisement photographs provide a specific image related to the object to be advertised and deliver a certain message. Therefore, it is necessary to understand the effect of the image in a certain visual way. According to previous studies, there are two major factors that affect the visual impression of the viewer. One is the factor depending on the type and content of the subject and the other is the factor about the density and color of the subject. The purpose of this study is to investigate the meaningful changes in the visual perception depending on the shape, content, color and tone of the subject, which can be called the main subject, And to analyze the effects of I will study some implications of visual elements through various analyzes.
Keywords
Visual attention; Photograph; Advertisement photograph; Image; Visual impact; Color;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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