Abstract:

The experiment adopted 4 (product position: upper left, upper right, lower left and lower right)×3 (advertising background: figures, landscape, and advertising words) two-factor within subjects repeated trials design, to find out the internal mechanism of background design and bottle position’s influence on customers’ attention to the Sichuan liquor ads. The results indicate that: (1) when the bottle was located in the lower left of the ads, the number of fixation and fixation duration of the bottle was the lowest; and no matter with what kind of design as the background, when the bottle was located in the upper part of the ads (upper left and upper right), it could get more attention. (2) When landscape as the advertising background, the number of fixation and fixation duration of the bottle was the most; figures, the middle; advertising words, the least. (3) The bottle position had no significant effect on the number of fixation of the background design; and the number of fixation and fixation duration of the advertising words, which describe the Sichuan liquor, was larger than those of the landscape and the figures.

Key words: Sichuan liquor ads, bottle position, background design, eye movement experiment