AN ANALYSIS OF VOTERS’ PERCEPTION OF VISUAL ADVERTISEMENTS WITH RESPECT TO NEUROMARKETING APPROACH

Yıl 2018, Cilt: 7 Sayı: 3, 237 - 258, 30.09.2018

Ahmed Al-burai Sebnem Burnaz , Yener Girisken

Öz

Purpose-
The study aims to offer better understanding of individuals’ perceptions in
term of their eye gazes and fixations toward printed advertisements’ design in
political marketing context. It is targeted to investigate both ‘focus
selection’ -what the voter chooses to gaze at- and ‘focus engagement’ -the time
a voter spends gazing at the components of the advertisement-.

Methodology-
The study uses eye-tracking techniques in gaze plots’ measurement as novel
methods that may radically change tendencies in the political advertising field
mainly when designing the logo, claim, and photo of printed advertisements.

Findings-
The findings highlight that voters have
significant difference in their visual attention on areas of interests (AOI) as
claim, logo, and photo of the printed political advertisements based on their
gender.

Conclusion- The participants
have a clear tendency to quickly gaze at the claim of the visual stimuli, then
at the photo of the leader and lastly to the logo of the party. Also, it is
found that the participants have a tendency to focus their gazes at the claim
of the visual stimuli more than the photo and logo.

Anahtar Kelimeler

Political advertising, eye tracking, logo, claim, photo

Kaynakça

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