Visual Perception by Drivers of the Advertisements Located at Selected Major Routes

Abstract

This article characterizes the research based on the analysis of the eye fixation points on the advertisements. The research has been realized in real road and traffic conditions. The group of 12 drivers was equipped with the glasses occulometric measurement system mounted on the driver’s head. The participants were driving their private cars. The analysis was concentrated on the fixations on the advertisement tables located along the selected national roads in Rzeszów area (Poland). For better recognition if the advertisements have distracted the drivers the number of fixations on the advertisements has been compared with the fixations on the road signs. The active drivers have observed many visual attractors like advertisements, road signs and cars being ahead and on another lane. Passive drivers have low number of fixations on road signs and advertisements. Their fixations typically have been localized on survey and they probably used the peripheral vision in order to recognition of road sign shapes. The results show, that: the percentage of fixations on the advertisement and road signs is different for each participants; the highest percentage of fixated advertisements was on the section with small number of advertisements, but in the city area, when a group of advertisements was on the road, the participants selected some of them, yet no participant fixated all advertisements localized in a small distance between them; the single advertisement visible from the long distance strongly attracts the visual perception; the percentage of the fixated advertisements was higher than road signs.