An Eye-Tracking Analysis of Visual Attention in the Emotionally Appealing Commercial

Abstract

Utilizing eye tracking technology as an investigative tool, this chapter delves into the distribution of visual attention within emotionally appealing advertising. The empirical evidence amassed highlights a pronounced attentional preference for the human actor positioned proximal to the screen's central axis, an observation consistent with what is known as the central fixation bias. This bias elucidates a prevalent tendency among viewers to direct their gaze more frequently towards the screen's midpoint as opposed to its peripheries. Interestingly, despite its placement at a considerable distance from the central focus of the image, the brand name managed to secure a substantial amount of viewer fixation. This striking occurrence can be elucidated by the intrinsic allure of textual elements which inherently capture attention, compounded by the automatic engagement of language processing mechanisms that are activated in skilled readers upon visual contact with written material.