earticle

영어

This study aims to seek optimal combination of advertising copies and images to maximize advertising effects on customers. To check how much our proposed method has impacts on customers, we adopted a physiological technique like eye-tracking method to secure more object analysis of the customers' response to the advertising copies and images that we have designed for this study. Exhaustive literature survey exhibits that there are no studies seeking appropriate combination of advertising copies and images so that customers may respond in a physiologically positive way. For this purpose, we organized heterogeneous stimuli and homogeneous stimuli to make appropriate stimuli, where heterogeneous stimuli consist of either emotional copies and rational images, or rational copies and emotional images. Homogeneous stimuli are designed to consist of either emotional copies and emotional images, or rational copies and rational images. 80 respondents were invited to our experiments, and their physiological responses were measured in a form of cognitive load and need-for-cognition. Eye-tracking methods were used to induce fixation length data from the analysis of participants’ eye-movement with the stimuli. Participant’s cognitive load increased more when they were exposed to heterogeneous stimuli, while participant’s fixation length changed significantly only when there exists interaction effect between cognitive load and need-for-cognition in response to the stimuli.