Evaluation Of Product Placement With Attention On Eye-tracking And EEG

With the development and popularization of the Internet and other media,advertising marketing has gone deep into many fields such as society,economy and culture.However,how to quantify the marketing effectiveness scientifically and enhance the brand's commercial value,it must rely on the evaluation of advertising effectiveness.It is the first element of advertising effectiveness to attract the attention of consumers.Therefore,this thesis presents a method of using the attention indicators to evaluate the advertising effectiveness,and discusses the three aspects of EEG,eye movement signals and fusion signals.(1)Studied the changes of EEG features based on phase synchronization in the process of watching video.In the experiment,it used phase locking value between channel pairs as a measurement indicator of phase synchronization.The phase synchronization characteristics were analyzed under the condition of watching video tasks from time,space and frequency these three parts.Through the study,it found that there was a great difference for the phase synchronization matrices between subjects,while the phase synchronization matrices of the same subjects had obvious similarities in time sequence.During the video watching,the functional areas where all brains subjected were active were mainly distributed in the prefrontal lobe and posterior occipital lobe.(2)Studied the corresponding relationship between EEG and eye movement indicators in the evaluation on effectiveness of advertising attention.EEG attention indicators were calculated by corresponding band energy changes of the human brain in the process of advertising watching,while the eye movement indicators were calculated by fixation point during advertising watching and the relevant data of advertising interest area.Used EEG indicators and eye movement indicators to analyze the attention of subjects in the process of watching advertisement,and then it was found EEG indicators and eye movement indicators are with consistency through attention comparison of two ads.The ads with higher attention indicators in the assessment were the same as those with high recall in the questionnaire,i.e.the results of EEG attention and eye movement attention were consistent with the statistical results of the questionnaire.(3)Proposed a method of fusing EEG attention indicator and eye movement attention indicator.Used the concept of fusion estimation and fused the two kinds of attention indicators on the feature level,and obtain the fusion attention indicator.The proposal of fusion indicators solves some existed problems of single indicator such as the incompleteness,inaccuracy,etc.By comparing the significant differences between the attention indicators of two comparative ads for each subject in the three methods,it was found that the method of using fusion increased the significance of the difference between two ads' attention indicators.By analyzing the changes of attention indicators in each segment of advertisements and the fixation to the distribution of regions,it can help advertisers select the elements that are easy to attract consumers' attention in advertisements and facilitate advertisers to cut the contents of advertisement,so as to achieve the effectiveness of optimizing advertisement and enhance the advertising attractiveness.