Eye tracking measuring of visual perception of erotic appeals in the content of printed advertising communicates and analysis of their impact on consumers

International Conference on Social Media, SEO and Marketing Strategies

November 03-04, 2015 Valencia, Spain

Tom�¡�¡ � ula, Milan Bany�¡r and Martina Ju���­kov�¡

Tomas Bata University in Zl�­n, Czech Republic

Posters-Accepted Abstracts: J Account Mark

Abstract :

Article is focused on an analysis of printed advertising communicates. The focus of this research is based on measuring of reactions of chosen samples of respondents on static advertisement, whose target is to determine the prediction of impact of erotic appeals on a consumer. The content of this article consists of basic theoretical results connected with topics, such as visual perceptions of erotic appeals in relation to advertisement, gender stereo-typization and its impact on the image of advertising communicates and also methods of eye-camera measuring. The theoretical results are then complemented with description of implementation of the research, interpretation of results of eye-camera measuring and formulation of final recommendations concerning efficiency of application of erotic appeals in advertising.

Biography :

Email: sula@fmk.utb.cz