Visual Attention to Key Ad Elements: An Eye-Tracking Study
Visual Attention to Key Ad Elements: An Eye-Tracking Study

Summary/Abstract: The ability to understand what people actually look at, what captures and holds their attention has long attracted the interest of researchers and advertisers. Even though visual attention in advertising has been widely studied, little is known about how specific design changes in ads influence visual attention distribution, particularly within dance and performing arts advertising. This study investigates how image type, background color and price cues influence visual attention across key ad elements using an eye-tracking device. In a laboratory experiment, 47 participants viewed 8 dance-related ad variants while their eye movements were recorded. Significant differences were observed in eye-tracking parameters across ad elements. The findings reveal that image type, background color, and price significantly reshape the allocation of viewers’ visual attention across ad elements, offering new insights into effective visual communication in arts marketing.

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