An analysis of voters perception of visual advertisements with respect to neuromarketing approach

Abstract

Purpose- The study aims to offer better understanding of individuals’ perceptions in term of their eye gazes and fixations toward printed advertisements’ design in political marketing context. It is targeted to investigate both ‘focus selection’ -what the voter chooses to gaze at- and ‘focus engagement’ -the time a voter spends gazing at the components of the advertisement-. Methodology- The study uses eye-tracking techniques in gaze plots’ measurement as novel methods that may radically change tendencies in the political advertising field mainly when designing the logo, claim, and photo of printed advertisements. Findings- The findings highlight that voters have significant difference in their visual attention on areas of interests (AOI) as claim, logo, and photo of the printed political advertisements based on their gender. Conclusion- The participants have a clear tendency to quickly gaze at the claim of the visual stimuli, then at the photo of the leader and lastly to the logo of the party. Also, it is found that the participants have a tendency to focus their gazes at the claim of the visual stimuli more than the photo and logo.