A study on time differences between actual advertisement viewing and retrospective perception

Abstract

Upon entry into the digital age, the number and importance of images in media has increased considerably. This paper discusses the similarities and differences between implicit and explicit memory produced by the subjective perception of time when viewing images and text in advertisements. The durations involved in implicit memory were measured using scientific instrumentation (eye-tracking devices), while explicit memory was gauged via a self-administered questionnaire. Three out of ten subjects retrospectively perceived browsing times that differed from the actual times measured through eye tracking, indicating a difference between implicit observation and explicit memory. We also investigated the layout preferences of subjects with various backgrounds in terms of images, text, and logos. These results could assist advertisers to enhance the effectiveness of communication regarding content as well as brand recognition through the use of strong narrative methods. © 2013 Springer-Verlag Berlin Heidelberg.