| Keywords |
Eye-tracking ; Visual perception ; ROI ; Advertising image |
| Abstract |
The experiment of this research is conducted by using the gaze tracking device and the advertisement on the monitor. The data are analyzed as follows. First, the careful comparisons of the initial and full - view data were used to verify the insufficiency treatment of the initial data among the existing research theories. Second, the averaged data of the participant is used for the averaged data, and some participants are excluded from the analysis process by checking the validity of the data. Third, we summarized the characteristics of the attention data, clarified the process of organizing the observational data reflecting the experimental environment and human visual perception characteristics by summarizing of setting the ROI(Region of Interest). Fourth, attention analysis framework was set up, and the stay time and return visit characteristics according to fixation and movement of eyes were summarized through analysis of attention characteristics by interest area. Finally, in order to make a relative comparison of the characteristics of advertisements, we clarified characteristics of visual attention focused on the advertisement through the process of revealing the focus of attention on the advertising elements through the summarization of the dominance characteristics according to the area ratio. |