Involving In Processing Strategy In Visual Perception Of Advertisement And The Impacts Of Vector And Location On It

In real-world scene, what kind of cues human beings use to guide their attention, depending on visual saliency theory or cognitive relevance theory? The debate becomes a widely concerned and discussed question in visual cognitive processing research. The purpose of the current research is to explore what are the factors of advertisement capture and transfer on attention to the advertisement as a whole, discussing how the findings of the real-world scene can be used to render more effective decisions in advertisement. The research chose the advertisements as the experimental materials in order to improve the ecological validity, controlling the location of the production, which all appeared on the semantic reasonable location.This research contained a total of two experiments:The first experiment chose the advertisements as the experimental materials, using single factor design (the saliency of target:high salience, no salience). The locations of productions were balance, and the contents which the apart participants viewed were consistent, however, one was salience that the target in the advertisement, which had the highest visual saliency according to the Itti and Koch algorithm, relative to another that was no salience with the help of Photoshop CS3. The first experiment aimed to discuss what kind of cues human beings use to guide their attention in the advertisement, depending on visual saliency theory or cognitive relevance theory?In the second experiment, we acceded to two new factors which were called location and vector, using5(location:upper left, lower left, middle, upper right, lower right)×2(vector: yes, no) mixed design. Moreover, the locations were within-subjects factors, while the vectors were between-subjects factors. The experiment was to explore the influenced factors in the practiced field on the above theory basis. On the condition of the targets were no salience, whether the vector played a guiding role on the targets, what did the vector represent? Elsewise, what was the best location that the target appearing on? What’s more, how did it influence the vector and its meaning?The results are concluded as followed:(1) As predicted, it depends on visual salience processing strategy when the part-icipants are viewing the advertisements freely, which being of key importance to capture and transfer participants’attention to target. On the other word, the image characteristics plays an important role instead of the cognitive relevance. Moreover, it’s contributed to the memory and recognition of the target on the condition of the target is high salience.(2) Vector is contributed to guide the attention on the target, even if the target is no salience; the middle location acquires attention fastest, the left location is better than the right location; what’s more, there’s an interaction of the vector and location.