Abstract
The first step for an advertisement to be effective is to attract attention. To attract attention, advertisers generally prefer to use celebrities or attractive models as human message sources. However, this situation may be risky as these human message sources attract all the attention on them and thus overshadow other advertising elements and create vampire effect. In this research, vampire effect was examined by using eye tracking and questionnaire techniques together. Results show that as the fixation duration to celebrity and unknown model with similar attractiveness score to the celebrity in the advertisements increased, brand recognition rate decreased by 47.8 %. Thus, the research result promoted vampire effect assumption.
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