Eye Tracking Measuring of Visual Perception of Erotic Appeals in the Content of Printed Advertising Communications and Analysis of Their Impact on Consumers

Tomáš Šula (), Milan Banyár and Martina Juříková
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Tomáš Šula: TBU in Zlín
Milan Banyár: TBU in Zlín
Martina Juříková: TBU in Zlín

A chapter in Strategic Innovative Marketing, 2017, pp 189-195 from Springer

Abstract: Abstract This article focuses on an analysis of printed advertising communications. The focus of the research is based on measuring the reactions of chosen samples of respondents on static advertisement, whose goal is to determine the prediction of the impact of erotic appeal on a consumer. The theoretical results are then complemented with a description of the implementation of the research, interpretation of results of eye-camera measuring, and formulation of final recommendations concerning efficiency of the application of erotic appeal in advertising.

Keywords: Advertisement; Visual perception; Erotic appeals; Sex in advertising; Eye camera (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-33865-1_24

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DOI: 10.1007/978-3-319-33865-1_24

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