Research on Cognitive Effects of Narrative Rhetoric in Print Advertisement Based on Eye Movement

• Published in: E3S web of conferences Vol. 236; p. 5062
• Main Authors: Li, Yubo, Wang, Gong, Gan, Quan
• Format: Journal Article Conference Proceeding
• Language: English
• Published: Les Ulis EDP Sciences 01.01.2021
• Subjects: Advertisements; Browsing; Cognitive ability; Computers; Consumer groups; Eye movements; Rhetoric
• ISSN: 2267-1242; 2555-0403; 2267-1242
• DOI: 10.1051/e3sconf/202123605062

This article uses eye movement experiments to study the cognitive effects of consumer groups on different narrative-quality advertisements. The experiment selects typical advertising cases, takes college students as subjects, and uses computers to track and analyze eye movement data. The experimental results show that the quality of narrative rhetoric directly affects the number of attention, duration, and pupil diameter of the subjects, and the subjects’ browsing time and memory of advertisements are positively related to the quality of narrative rhetoric of advertisements. Among them, in the Low-involvement/Thinking product advertisements, consumers' eye movement data for advertisements with better narrative quality is relatively more significant.