The Processing of Humor Advertisement: Evidence from Eye Movement
نویسندگان
چکیده
Verbo-pictorial humor advertisement induces deeper thinking and invokes the feeling of amusement. Present study aimed to investigate the influence of types of verbo-pictorial ads and humor by the analysis of eye movement. Participants were 67 undergraduates, experimental design was 2 (advertisement type: humor and literality) [U+F0CD] 2 (stimulus type: slogan and pictorial information) within-subject design. Every participant received 8 stimuli of ads. Results revealed that among the ads with pictorial region, humor ads was more fixation count than literal ones; it represented that participants felt funniness after deeper thinking with pictorial information. Furthermore, the run counts of humor ads in slogan (textual) and pictorial information were obviously more than those of literal ones; it’s required more processes of comprehension while watching humor ads. Implications for how viewers integrate pictorial and textual information and applied research and ad development by eye movement are discussed. Techniques of fMRI, MEG, and EEG are suggested for brain mechanism of ads in different humor skills.
منابع مشابه
Methodological Aspects of Cognitive Rehabilitation with Eye Movement Desensitization and Reprocessing (EMDR)
A variety of nervous system components such as medulla, pons, midbrain, cerebellum, basal ganglia, parietal, frontal and occipital lobes have role in Eye Movement Desensitization and Reprocessing (EMDR) processes. The eye movement is done simultaneously for attracting client's attention to an external stimulus while concentrating on a certain internal subject. Eye movement guided by therapist i...
متن کاملروش ردیابی چشم در تعامل انسان رایانه، بررسی فرایند تعامل برپایه داده های حرکات چشم
Nowadays most of the day today services we receive are based upon computer systems. Services such as information searching or online shopping are considered among the most frequent online information systems' services. Users assess and process the information they receive from information systems. The theory of mind information processing asserts that humans process and analyze the information ...
متن کاملEye-Tracking Method’ Usage for Understanding the Cognitive Processes in Multimedia Learning
Introduction: Designing multimedia learning environments should consist of the evidence-based study and principals about the human learning process. Eye tracking is a way based on the learner processing of learning materials which presented in multimedia learning environments. The aim of the study was to examine the use of the eye-tracking method to investigate the cognitive processes in m...
متن کاملEffect of Caffeine on the Fixation Component of Eye Movement in the Reading Process
Background: Caffeine is a kind of methylxanthine whose consumption can promote the cognitive and executive functions of the human brain. Objectives: In this study, we seek to investigate the effect of drinking coffee on the period of the eye movement fixation component. Materials and Methods: The research was of the quasi-experimental type. 60 subjects were randomly divided into two group...
متن کاملThe Effectiveness of De-Disease Therapy through Eye Movements and Reprocessing on Cognitive Thrilling Adjustment in Addicted Patients in Yasuj
Introduction: In Iran, over the past 20 years, the prevalence of drug abuse has more than doubled the population growth rate. In order to cope with this problem, psychotherapy approaches have gradually expanded in recent years and an important issue in abandoning addiction is the reason for abandoning addiction. The purpose of this study was to evaluate the effectiveness of sensitization thro...
متن کامل