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Eye Tracking in Outdoor Advertising: Exploring the Application of Gestalt Principles

المصدر: مجلة التصميم الدولية
الناشر: الجمعية العلمية للمصممين
المؤلف الرئيسي: Qutp, Maysoon Mohamed (Author)
مؤلفين آخرين: Nada, Mai (Co-Author) , Azmy, Abeer (Co-Author)
المجلد/العدد: مج13, ع6
محكمة: نعم
الدولة: مصر
التاريخ الميلادي: 2023
الشهر: ديسمبر
الصفحات: 437 - 446
ISSN: 2090-9632
رقم MD: 1419463
نوع المحتوى: بحوث ومقالات
اللغة: الإنجليزية
قواعد المعلومات: HumanIndex
مواضيع:
كلمات المؤلف المفتاحية:
Neuromarketing | Gestalt | Eye Tracking | Outdoor Advertising | Closure | Visual Perception
رابط المحتوى:
صورة الغلاف QR قانون

عدد مرات التحميل

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LEADER 03288nam a2200241 4500
001 2167514
041 |a eng 
044 |b مصر 
100 |a Qutp, Maysoon Mohamed  |e Author  |9 553973 
245 |a Eye Tracking in Outdoor Advertising:  |b Exploring the Application of Gestalt Principles 
260 |b الجمعية العلمية للمصممين  |c 2023  |g ديسمبر 
300 |a 437 - 446 
336 |a بحوث ومقالات  |b Article 
520 |b Outdoor advertising is a form of visual communication that integrates human visual perception and psychological experiences to create aesthetic pleasure. In this research, eye-tracking technology is utilized to investigate how the properties of Gestalt theory, when applied to outdoor advertising, impact people's visual cognitive processes. the problem is Firstly, explores how the application of neuromarketing studies can elevate the capacity to attract and sustain client attention. Secondly, it investigates the importance of incorporating Gestalt principles alongside eye tracking technology to bolster the overall effectiveness of outdoor advertising campaigns. Lastly, it seeks to integrate neuromarketing strategies into outdoor advertising, shedding light on their role in amplifying and reinforcing the overall efficacy of such advertising. This paper follows an analytical descriptive methodology to analyze some outdoor advertising samples and experimental methodology. The primary objective of this study is to utilize eye-tracking technology to investigate how Gestalt principles are applied in outdoor advertising. The focus is on examining how outdoor compositions influenced by Gestalt theory impact eye movement characteristics and gaze distribution of viewers. The study reveals that outdoor advertisements with Gestalt qualities significantly influence fixation, sightline distribution, and subjective evaluations of aesthetics and complexity. Closure composition images, which exhibit a sense of completeness, tend to simplify cognition, leading to fewer fixations and saccades, longer fixation durations, and more concentrated sightlines, evoking a stronger feeling of beauty. On the other hand, outdoor portraying similarity evokes more fixations and saccades, longer saccade durations, and greater scattering of sightlines, indicating feelings of complexity and unsightliness. These findings hold significance for theories of art and design and offer valuable insights into both the theory and application of outdoor advertising. By understanding how Gestalt principles impact viewers' cognitive processes, advertisers can create more effective and aesthetically pleasing outdoor advertisements 
653 |a الإعلانات الخارجية  |a التقييمات الذاتية  |a الإدراك البصري  |a نظرية الجشطالت 
692 |b Neuromarketing  |b Gestalt  |b Eye Tracking  |b Outdoor Advertising  |b Closure  |b Visual Perception 
700 |a Nada, Mai  |e Co-Author  |9 687771 
700 |a Azmy, Abeer  |e Co-Author  |9 750939 
773 |4 فنون  |6 Art  |c 027  |e International Design Journal  |f Mağallaẗ Al-taṣmim Al-Dawliyyaẗ  |l 006  |m مج13, ع6  |o 2048  |s مجلة التصميم الدولية  |v 013  |x 2090-9632 
856 |u 2048-013-006-027.pdf 
930 |d y  |p y  |q n 
995 |a HumanIndex 
999 |c 1419463  |d 1419463 

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