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Exploring The Virtual Advertising Effects Using Eye Tracking
Exploring The Virtual Advertising Effects Using Eye Tracking
Virtual advertising is a new technique that has high expectation and attention
because of its ability to reduce audiences’ reaction such as zipping and zapping
which has been shown in other types of techniques of advertising. Virtual
advertising has been legally permitted to be used in Korea last year, but its
academic research is very limited in complete state. In this sense, the current
study investigates the effect of virtual advertising to improve the advertising
industry by introducing a series of new advertising techniques. The purpose of this
study is to explore how audiences perceive the effects of virtual advertising using
eye-tracking method and survey. Six TV advertisements were used as the stimuli, and
53 audiences participated in the study. Respondents perceived virtual advertising
was effective in enhancing brand attitude caused by novelty and attractiveness.
However, it turned out that it was not effective in delivering informative
advertising message in detail because audience was concentrated on the sport game.
This study further suggests that securing a air time, emphasizing on mutual
communication, developing creative about virtual advertising and easing advertising
regulation systems, should be determined according to invigorations of virtual
advertising in Korea.