Abstract
In this study, a method for analyzing subjects' cognitive attitudes to commercial films (CF's) is proposed. This method is based on a scenario description, which indicates the amount of product information as well as the time line of the scenes and objects displayed in the CF, in combination with eye-tracking data. Two attitudinal measurements are defined on the basis of subjects' eye-tracking data, i.e., effective gaze ratio and product perception ratio. The effective gaze ratio is related to how intensively a subject watches the CF, while the product perception ratio exhibits how much of the subject's gaze is directed towards messages or claims regarding an advertised product. A series of experiments was carried out to obtain subjects'eye-tracking data. Applying the proposed method to the data, we analyzed the subjects' cognitive attitudes. From this analysis, we identified some influences of subjects' attributes such as subjects' preferences toward advertised products on cognitive attitudes. We also obtained some relationships between cognitive attitudes and CF's design parameters such as scene change frequency. Based on these results, we discuss some implications for designing effective CF's.
