Abstract
This study proposes an analysis method for viewers' intentions during viewing of television commercials applying eye-tracking technique. A viewer's intention is referred to as an implicit intention that are involved, but not recognized by a viewer during watching of television commercials. In the proposed method, the intentions are estimated by comparing the hypothetical watching sequence expected to be found in a viewer with a specific intention with a real viewer's watching sequence. The estimation is carried out based on the two measurements (coincidence rates of scan-paths and effective gaze ratio). We performed an experiment with 7 subjects to verify feasibility of the proposed method. The results obtained from the experiment seemed to show that the proposed method could identify the subjects' intentions. In addition, a series of experiments was performed with 16 subjects to analyse viewers' behaviours during exposing to 2 insurance companies' commercials. Overall, we found that the subjects tended to be more oriented towards one of the exposed television commercials. The subjects also showed that they tended to see the commercials with the intention of comprehending events/story occurring in scenes, and did not show any intention of comprehending the advertised insurance services. Finally, we obtained indications concerning factors affecting memory accuracy of advertised brands.
