Impact of Advertisements during Visual Display Terminal Work on Concentration

Abstract

This paper aims to explore the influence of advertisements displayed during visual display terminal (VDT) work on workers' concentration and examine the appropriate conditions for presenting advertisements to both consumers and advertisers. A cognitive memory task was specially designed and presented to participants on a monitor, alongside mock advertisements. The effects on concentration were assessed through task performance, subjective evaluations of concentration, and eye-gaze data. We observed that variations in the level of interest in the advertisements had an impact on the participants' ability to concentrate. The results suggest that the use of colors with high visibility and attractiveness is more suitable than the use of movement as a condition for presenting advertisements. This paper highlights the implications of advertisement placement during VDT work and provides valuable insights for optimizing advertising strategies and promoting sustained focus among workers.