Research On Eye Movement Of College Student Reading Sex Appeal Advertisement

Sex appeal advertisement, as a special form of advertising, is considered to be more interesting and eye-catching. And it's getting more and more popular in recent advertising of China. Can the advertisement enhance its publicity effect by sex appeal? Traditional studies have focused on comparing audiences'difference in cognitive, memory, attitude and other psychological dimensions, but there is few research about how audiences look at sex appeal advertisements.The eye movement features of college student participants were researched by using the eye-tracking technology when they read different type of advertisements. With the help of traditional Advertising Psychological Research Methods, the following results were obtained.Firstly, sex appeal advertisement does draw audiences'more attention than non-sex appeal, which can be reflected by eye movement parameters such as fixation length and first fixation duration in detail. Secondly, there are significant differences in the eye movement patterns of college students between reading the advertisement with sex appeal and non-sex appeal, which can also be reflected by eye movement parameters. Thirdly, students who read the sexy advertisement have poorer text recall, but the same brand name recall. Fourthly, the recall of text and brand name has no relation with the fixation length. Fifthly, there is no difference in the attitude towards the advertisements. Finally, there are differences between male and female students'eye movements and psychological towards advertisements.