Research On Eye Movement Evaluation Of Celebrity Advertising Effect

In the information age, enterprises seek out celebrities to speak for their products, even on huge expenses. Somehow, a lot of celebrity advertising doesn?t get the inspiring results.The domestic research on the celebrity advertising is basically through the questionnaire to investigate the effect of advertising.Our research is conducted by the combination of advanced eye tracking tech and traditional psychology research method, to study the whole psychological process and provide a new method to test the advertising effect. We also tried to find out the law when people watched the celebrity advertising, providing the theory basis for design of celebrity advertising.We obtained the following results: 1.The celebrity advertising does attract audience?s attention, and could be expressed by the eye movement indicators; 2.The celebrity advertising can improve audience attention on the pictures and text both; 3.the celebrity advertising could increase audience evaluation on the advertising, the gender could also affect the evaluation; 4. The attention on the advertising could be influenced by the audience?s gender, male focus on the brand ,while female focus on the pictures; 5. The eye movement pattern on the three elements of advertising differs significantly; 6.Audience gender could influence the recall on the advertising brands and text.