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http://dx.doi.org/10.15207/JKCS.2020.11.10.207

A Study on the Visual Attention of Sexual Appeal Advertising Image Utilizing Eye Tracking  

Hwang, Mi-Kyung (Game Lab, Dong-Eui University)
Kwon, Mahn-Woo (School of Digital Media, Kyungsung University)
Lee, Sang-Ho (School of Digital Media, Kyungsung University)
Kim, Chee-Yong (Division of Digital Contents & Game Animation, Dong-Eui University)
Publication Information
Journal of the Korea Convergence Society / v.11, no.10, 2020 , pp. 207-212 More about this Journal
Abstract
This study analyzes the Soju(Korean alcohol) advertisement image, which is relatively easy to interpret subjectively, among sexual appeal advertisements that stimulate consumers' curiosity, where the image is verified through AOI (area of interest) 3 areas (face, body, product), and eye-tracking, one of the psychophysiological indicators. The result of the analysis reveals that visual attention, the interest in the advertising model, was higher in the face than in the body shape. Contrary to the prediction that men would be more interested in body shape than women, both men and women showed higher interest in the face than a body. Besides, it was derived that recognition and recollection of the product were not significant. This study is significant in terms of examining the pattern of visual attention such as the gaze point and gaze time of male and female consumers on sexual appeal advertisements. In further, the study looks forward to bringing a positive influence to the soju advertisement image by presenting the expression method that the soju advertisement image should pursue as well as the appropriate marketing direction.
Keywords
Advertising Model; Eye-Tracking; Visual Attention; AOI; Sex Appeal Advertising;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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