동공지표를 이용한 광고이미지의 주의집중 특성과 주시시간

초록

The purpose of this research is to perform eye tracking experiment on commercial advertisement images and to investigate the characteristic of attention focusing and adequate observation time from each component by focusing on the change of pupil size. The results of this study can be summarized as follows. First, in setting the size of the pupil, it was possible to analyze the attention focusing characteristics by comparing the relative pupil size in terms of objectivity by suggesting a method of setting the average of each subject as the baseline. Second, the pupil size was the largest in the time range [3-4] when observing the trend line of fixation and leap. Third, in the time range [9 (90-100 seconds)], it was able identified that the pupil size was the smallest in both the fixed and the leap in the AOI 1·AOI 2·AOI 3, but the AOI 4 remained relatively large. Fourth, the meaning of getting the smaller size of the pupil is the information acquisition is minimized, and the larger pupil can be the greater the intensity and stimulation of emotions on the subject. In order to summarize the observing optimal time for this experiment, ① it is desirable to perform the “40-second” experiment if it is conducted until the time of the most information acquisition through the observation experiment. ② Convergent attention focusing and exploratory attention focusing If it is an experiment for examining the whole, it may be desirable to set “100 seconds” as the experiment time.

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