Title :
Notice of Retraction
An eye-tracking research on the Print Ads viewing by college students
Author :
He Da ; Lai Wenhua ; Chen Lingmin
Author_Institution :
Teacher Educ. Coll., Wenzhou Univ., Wenzhou, China
Abstract :
Notice of Retraction
After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.
We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.
The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.
Print Ads is a very popular form of mass media, in this paper, Eye Tracker was used to investigate the eye movement of college students while they were viewing the Print Ads. The experiment set the position of goods and background as the two major factors, designed by 4(position of goods: upper left, upper right, lower left, lower right) × 3(background: text, people, nature) two factors repeat measured. Aim to explore the effects of the Print Ads´ form and content on the fixation count, observation length and test result, attempt to provide the reference for effective advertising design and improving of advertising literacy of college students.
Keywords :
computer aided instruction; multimedia computing; advertising design; advertising literacy; college students; eye tracking research; fixation count; mass media; observation length; print ads; Advertising; Educational institutions; Monitoring; Position measurement; Psychology; Tracking; Background Contents; Fixation count; Observation length; Position of goods; Test result;
Conference_Titel :
Electrical and Control Engineering (ICECE), 2011 International Conference on
Conference_Location :
Yichang
Print_ISBN :
978-1-4244-8162-0
DOI :
10.1109/ICECENG.2011.6056932
