Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Advertising enters the virtual world Opportunities have been exploited to the full

Advertising enters the virtual world Opportunities have been exploited to the full Purpose – Presents how advertising is being developed for use on the internet Design/methodology/approach – The reactions of more than 3,500 participants to 249 adverts were tested, and included the use of eye‐tracking devices which gauged reactions in terms of average gaze duration. Findings – The findings supported hypotheses relating to the negative effect of feature complexity and the positive effect of design complexity. The former hurts brand attention and attitude to the ad, while the latter helps people to focus on the images and aids overall understanding. This is important for the industry because design complexity is entirely within the control of practitioners. Originality/value – Presents a change in opinion regarding “visual clutter”, in that it was assumed that by slowing down the reader, his or her attention to the material would increase. The writers now believe that too much visual detail can be harmful and prevents people from paying attention to the brand and is more likely to create a negative attitude. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

Advertising enters the virtual world Opportunities have been exploited to the full

Strategic Direction , Volume 27 (2): 4 – Jan 18, 2011
Download PDF
4 pages

Loading next page...
 
/lp/emerald-publishing/advertising-enters-the-virtual-world-opportunities-have-been-exploited-Oktzqu9j0F

References (6)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0258-0543
DOI
10.1108/02580541111103936
Publisher site
See Article on Publisher Site

Abstract

Purpose – Presents how advertising is being developed for use on the internet Design/methodology/approach – The reactions of more than 3,500 participants to 249 adverts were tested, and included the use of eye‐tracking devices which gauged reactions in terms of average gaze duration. Findings – The findings supported hypotheses relating to the negative effect of feature complexity and the positive effect of design complexity. The former hurts brand attention and attitude to the ad, while the latter helps people to focus on the images and aids overall understanding. This is important for the industry because design complexity is entirely within the control of practitioners. Originality/value – Presents a change in opinion regarding “visual clutter”, in that it was assumed that by slowing down the reader, his or her attention to the material would increase. The writers now believe that too much visual detail can be harmful and prevents people from paying attention to the brand and is more likely to create a negative attitude.

Journal

Strategic Direction – Emerald Publishing

Published: Jan 18, 2011

Keywords: Internet; Advertising; Virtual reality

There are no references for this article.