The Eyes Have It: What Do We See When We Look At Ads? - Science Daily
What I take from this is not highly concerned with the realm of advertising but with the realm of cultural production and epistemology. This kind of study tells us that the mindset of the reader plays as much into the creation of meaning and recognition as the mind of the author or artist. An ad man might not get what he wants out of an ad campaign simply because he misjudged his audience's goals when viewing his ads. On result might be the rise of more contextual ads, particularly for websites.
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