In order to design effective television commercials (CM's), it is strongly suggested that sounds as well as visual elements should be exposed efficiently, taking into account the effects generated by combination of auditory information and visual information. In this paper, an analysing scheme, which is based on eye tracking analysis, for influences of auditory information on watching sequence during viewing of CM's is proposed. In this scheme, we define two measurements, the rate of gaze at element with sound and the rate of gaze at redundant element, relating to the two contrastive CM gaze patterns. Using real-broadcasted CM's, a series of experiments was carried out to obtain subjects' eye movement data. Applying the proposed analysis scheme, we could analyse differences among subjects' watching sequences affected by auditory information based on the two measurements. We put an interpretation on these analysis results in terms of the followings: relationship of the observed differences and subjects' attributes, relationship between subjects' memory of brand names and auditory information, and influences of auditory information on subjects' comprehension of advertised brands. Considering the results obtained in a series of analysis, the proposed analysing scheme seems to be useful.
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