Eye-tracking the semiotic effects of layout on viewing print advertisements.
The print advertisement produces meaning for its readers through the interaction of a complex system of semiotic elements. Understanding this meaning is based on readers' ability to follow the established reading conventions of their culture. The article describes a study that uses eye-tracking tech...
| Published in: | Public Journal of Semiotics Vol. 8; no. 1; pp. 46 - 67 |
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| Main Authors: | , , , |
| Format: | Article |
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Public Journal of Semiotics
2017
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| Subjects: | |
| Online Access: | View this record in EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=128263240&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 128263240 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 19189907 52XS jtl: Public Journal of Semiotics issn: 19189907 maglogo: N pubinfo: dt: 2017 vid: 8 iid: 1 pid: 40043 pub: Public Journal of Semiotics artinfo: ui: 128263240 ppf: 46 ppct: 21 formats: fmt: @attributes: type: P size: 3.8MB tig: atl: Eye-tracking the semiotic effects of layout on viewing print advertisements. aug: au: Damaskinidis, George Kourdis, Evangelos Zantides, Evrpides Sykioti, Eleni affil: Laboratory of Semiotics (SemioLab) Faculty of Philosophy Aristotle University of Thessaloniki, Greece Department of Translation School of French Language and Literature Faculty of Philosophy Aristotle University of Thessaloniki, Greece Department of Multimedia and Graphic Arts Cyprus University of Technology, Cyprus Master Degree in Cultural Studies: Semiotic Structures and Practices from the University of Western Macedonia su: Eye tracking Print advertising Semiotics Layout (Printing) Logos (Symbols) sug: subj: Eye tracking Print advertising Semiotics Layout (Printing) Logos (Symbols) keyword: eye-tracking technology graphic design multimodal text page layout polysemiotic text print advertisements semiotic elements ab: The print advertisement produces meaning for its readers through the interaction of a complex system of semiotic elements. Understanding this meaning is based on readers' ability to follow the established reading conventions of their culture. The article describes a study that uses eye-tracking technology to examine readers' interaction with the semiotic elements of two print advertisements. The relation between print advertisements and semiotics is informed by intersemiotic analysis and the reading path concept. The advertisements' layout is rearranged to form two sets of texts: one original advertisement and a modified version. We have calculated the time sequence in which visual and verbal areas attract attention, the amount of time spent on them and the depth of attention paid to the areas read. The results show how layout re-arrangement affects reading behaviour, such as reading the smallest visual first and the target text sequentially without visual elements interrupting the reading, or having the same point of entry in both the original and the modified advertisements. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Public Journal of Semiotics is the property of Public Journal of Semiotics and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Public Journal of Semiotics holder: Public Journal of Semiotics dt: @attributes: year: 2017 holdings: @attributes: islocal: N |
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