Understanding the effect of anchors on narrative print ads using eye-tracking and text-analysis

Ruder, Kevin Vignola

4. term

Medialogy, Master

2017

2017-06-02

71

Rapporten undersøger, hvordan folk forstår annoncer i trykte medier, med fokus på to greb: fortællinger og såkaldte ankre. En fortælling forstås her som et billede eller en billedserie, der i større eller mindre grad opleves som en historie. Et anker er et element som et firmalogo eller et slogan, der giver annoncen en fortolkningsramme. Vi gennemgår teorier om fortællinger og visuel retorik og bruger Ryans definition af fortællinger til at sortere en række billeder efter deres grad af narrativitet (hvor stærk en historie de udtrykker). Disse billeder indgik i et forsøg, hvor deltagere så fem annoncer med forskellige grader af narrativitet, med eller uden anker. Under visningen registrerede øjesporingsudstyr, hvor de kiggede, og efter hvert billede forklarede deltagerne, hvilken historie de mente, annoncen fortalte. Resultaterne viser, at i annoncer med lav narrativitet bliver både blikmønstre og oplevet forståelighed i mindre grad påvirket af, om der er et anker til stede.

This report examines how people make sense of print advertisements, focusing on two common tools: narratives and anchors. A narrative here means an image or sequence of images that feels more or less like a story. An anchor is an element such as a company logo or a catchphrase that frames how the ad is interpreted. We review theories of narratives and visual rhetoric and use Ryan's definition of narratives to sort a set of images by their level of narrativity (how strongly they convey a story). These images were used in an experiment in which participants viewed five ads with different degrees of narrativity, with or without an anchor. While viewing the ads, an eye-tracker recorded where they looked, and after each image participants described the story they thought the ad told. The results show that, for ads with low narrativity, both gaze patterns and perceived intelligibility were less likely to be influenced by the presence of an anchor.

[This abstract was generated with the help of AI]

Anchors ; Ads ; Advertisement ; Eye-tracking ; Text Analysis ; Narrative

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