In what order is the information present in the advert digested? Content, theme, layout & scale, these are all possible factors that could effect the way the information is absorbed. Other area’s to explore are age and gender & cultural background of the audience. For instance, does a child look at the pictures first? Does a female look at the young gentleman model first?
The below example on the illustrates the potential difference between a male and female interpretation of a female fragrance advert.
The project could make use of eye tracking equipment in order to accurately recorder a users eye movements when viewing examples of print based advertising. An alternative, and possibly less accurate approach to the experiment could include the use of a video camera that would be focused on either one of both of the readers eyes whilst he or she observed a piece of advertising.
The footage as a result of the experiment could then be used to plot the pathway the eye has traveled along. Here is an example of the results this experiment could expect to produce. (Click to enlarge)
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