Viewer Attention Research Articles

The Rhetorical Construction of Introductory Viewing in The Cinematic Film

Research studies address many aspects of the rhetorical construction of opening scenes in cinematic films, and among these studies it is possible to understand the rhetorical construction of opening scenes. The film is distinguished by its exciting and complex opening scenes that use many rhetorical methods to attract the attention of viewers and deliver the intended message. Here are some points that can be part of the rhetorical structure of introductory scenes. Use of image and sound: Image and sound are used innovatively in introductory scenes in the film to powerfully convey thoughts and feelings. Innovative filming techniques and appropriate sound effects are used to create an exciting and interesting cinematic experience. Tension and suspense: The opening scenes in the film are scenes full of tension and suspense. Many visual and audio elements are used to create an atmosphere of tension and suspense, such as exciting music and dynamic cinematography. Cinematic composition: Cinematic composition is used elaborately in the opening scenes of the film to convey the story and events smoothly and coherently. Editing and transition techniques are used expertly to create a cohesive narrative flow. Symbolism and Visual Symbols: Symbolism and visual symbols are distinctively used in the opening scenes of the film to convey deep messages and hidden meanings. Colors and visual symbols are used to give the viewer character and reinforce the message.

Exploring Gender Stereotype Perceptions: An Eye-Tracking Study on Household Product Commercials

Gender stereotyping, characterized by oversimplified perceptions of women and men in society, engenders prejudices that significantly impact individuals’ evaluations of different genders. The media, as a potent carrier of cultural and social norms, plays a pivotal role in shaping societal views on gender stereotypes. Advertising is a prevalent form of mass media that widely appears in people’s daily lives. Commercials embed cultural and social concepts when promoting products and establishing brand images. This study measures people’s gender stereotypes while viewing advertisements, specifically focusing on household products traditionally associated with females. Different groups of participants were exposed to advertisements adopting female and male models, respectively, with an eye-tracking device employed to record and quantify gaze distribution, which reflects people’s attention. Results revealed that female and male participants exhibited a greater attention bias toward male models in the advertisements.Additionally, female participants demonstrated heightened sensitivity to male models compared to the male participants in this experiment. This attention bias suggests a noteworthy phenomenon in household product advertisements, where traditionally female-associated tasks are incongruously portrayed with male models, prompting increased viewer attention due to the perceived disparity. This research utilizes a novel eye-tracking approach, providing quantitative and precise insights into gender stereotypes within advertising. The results revealed the enduring presence of gender stereotypes in today’s society. It is crucial to advocate for a more inclusive, fair, and unbiased perspective on gender to promote societal change, and the media plays a significant role in this responsibility.

Climate Advocacy in “Ice Age”: A Cinematic Journey towards Environmental Consciousness

The comedy plot and lovable characters of the animated film series “Ice Age” have captured the attention of viewers all over the world. Beneath its pleasant exterior, though, is a potent story that quietly promotes environmental care and climate action. This essay investigates the thematic components of climate advocacy found in the “Ice Age” films, looking at how they encourage action and increase public awareness of urgent environmental challenges. This study examines the film’s impact on promoting a better awareness of climate change and the significance of collective action in protecting the future of our world. It does this through analyzing important plot points, character dynamics, and visual symbolism.

An Eye-tracking Study: Investigating the Impact of Website Theme Colors on Viewer Engagement

The Internet’s rapid evolution has transformed the media landscape, prompting brands and companies to transition from traditional print and TV to online media. Enhancing website design has become a focal point for effectively conveying information and capturing users’ attention. Among the various elements involved, the choice of web page theme color stands out as a crucial visual component in web navigation, significantly impacting the viewer’s user experience. Investigating the influence of web page colors on viewer attention is imperative. This study employs eye-tracking technology to delve into the impact of diverse web page colors on participants’ attention, particularly on news websites. An eye tracker was employed to meticulously record participants’ gaze patterns while browsing by experimenting with new pages featuring distinct theme colors. Data analysis revealed that red and blue colors garnered the most attention from viewers, followed by yellow, while gray-themed sites performed the least effectively in this regard. These findings offer valuable insights for web design improvement. In the context of news websites, red and blue are particularly effective in capturing and guiding people’s attention. When emphasizing or conveying breaking news, incorporating blue or red icons or relevant elements can be a powerful means of communication; however, it is equally important to be mindful of the potential for viewer visual fatigue when using highly saturated colors over a significant area. Therefore, designers must exercise care in determining the color balance when employing high-contrast and high-saturation hues.

An Investigation into Psychological Influence Techniques Using Language and Visuals in Milk Advertising in English and Vietnamese

This study delves into the realm of advertising psychology, specifically focusing on the employment of psychological influence techniques in milk advertisements in both English and Vietnamese. In the contemporary advertising landscape, where consumers are constantly bombarded with messages, understanding the nuances of psychological tactics becomes imperative for marketers. The research explores various elements integral to advertising effectiveness, including language, imagery, color, headlines, design style, brand logos, messages, and calls to action. Emphasizing the pivotal role of imagery, the study investigates how visuals create initial impressions and captivate viewer attention. Additionally, it scrutinizes the impact of advertising language, a specialized form of communication designed to elicit specific reactions and behaviors from the target audience. Drawing on a theoretical foundation rooted in Halliday's social semiotics, the research builds upon Leeuwen's advancements in semiotic theory, proposing 33 techniques that leverage language and imagery to influence consumer psychology. To provide empirical insights, the study utilizes a system of techniques put forth by the authors: Andrews, Van Leeuwen, Van Baaren (2013). Through the analysis of English and Vietnamese milk advertisements, this investigation aims to elucidate the nuanced effects of language and imagery in shaping consumer perceptions and behaviors within the context of milk advertising.

An Investigation of Viewer Attention in Response to Gender-Biased Comments on the Internet

An Investigation of Viewer Attention in Response to Gender-Biased Comments on the Internet

Syncretic essence of the behavioral nature of the Ukrainian screen hero

The purpose of the article is to investigate the dependence of the thematic impact of a screen work on the emotional sphere of the Ukrainian audience and the specifics of the behavioral manifestation of the screen hero. To determine the dependence of psychophysical reactions on the nature of fear. To determine the nature of the influence of syncretism of cultures on the formation of topics that concern the audience in Ukraine.
 The methodology. The study of the behavior of the Ukrainian screen hero in the process of analyzing Ukrainian screen works of the last 50 years. Determina-tion of the dependence of heroes on the theme of the movie. Study of analytical works on the nature of human fear. Participation in specialized international conferences with reports on the topic. An experimental way of studying the relationship between the nature of fear and the palette of psychophysical manifestations of the performers’ behavioral characteristics. A perfor-mance was staged with 15 actors and shown to the audience.
 The results. The nature of emotional transformation as a result of the syncretism of the pagan and Christian paradigms was established. The impact of this on the creation of an adaptive defense mechanism in the form of active mimicry. Replacement of the authentic value culture with the borrowed one. Development of a psychological model of secondary nature in the self-perception of the vast majority of society as the basic one. Transformation of the types and scale of the impact of fear. The field of conflict was identified, which encourages the hero to return to authentic cultural values.
 The scientific novelty. Using the analysis of the nature of fear to select the behavioral manifestations of on-screen heroes will create an opportunity to maximize the capture of viewer attention through recognizable themes.
 The practical significance. The application of the proposed mechanism in the drama of screen works will stimulate Ukrainian film production as a result of increased demand for it among the audience. This, in turn, will have a quantitative, qualitative and profitable impact on the development of this art form.

CONSUMPTIVE IDEOLOGY HEGEMONY AS A LIFESTYLE IN RANS ENTERTAIMENT YOUTUBE CONTENT: GRAMSCI'S HEGEMONY STUDY

The current of significant changes in lifestyle has developed through the development of technological flows in social media. Social media has a strong influence in shaping knowledge and character, both from the upper-, middle-, and lower-class groups. Content packaging is represented as natural as possible in instilling its influence so that hegemony practices occur. Contents that emphasize and highlight consumptive culture are used as a mainstay to attract the attention of viewers through the Youtube channel to increase the number of viewers and earn profits. This practice is what makes consumptive hegemony approval. This study describes how the process of hegemony in forming a consumptive ideology uses a qualitative study with a literature approach to strengthen the explanation of Gramsci's hegemony. The object of the analysis of the Youtube Rans Entertainment channel that was taken was the content entitled “Wow!!! Raffi Nagita opens a nightly hangout in front of the house…” and “Nagita Try Online Items for Under 100K!!! The result makes you laugh!!!". Both contents are packaged in a relaxed atmosphere full of joy by fostering a fun effect in emphasizing consumptive ideology. Social media provides closeness between the audience and content owners so that the practice of hegemony is easily approved. In defending the consumptive ideology, the dominant group makes representations that allow for a good response. This hegemony makes the consumptive ideology develop into a lifestyle.

Digital Domination: How LPP TVRI Bali Can Leverage Digital TV to Skyrocket Audience Engagement

The development of information technology is changing the way consumers consume media content. Online-based services can be a threat and opportunity for conventional media players, including television media. To attract the attention of viewers, television broadcast media needs to have a marketing communications strategy that suits the needs of viewers. TVRI Bali as a public broadcasting institution focuses on local cultural broadcast programs and educational information programs, as well as being neutral amidst the speed of information dissemination. This research aims to identify the strategies carried out by TVRI Bali to increase its audience on digital television. This research uses Integrated Marketing Communication (IMC) theory and the concept of segmentation. Researchers use qualitative methods. Data was obtained through observation, interviews and documentation studies. The results of this research, TVRI Bali carries out integrated marketing communications activities to promote its event programs by implementing advertising, direct marketing, internet marketing. sales promotion, public relations, and personal selling to capture and maintain the audience market. TVRI Bali audience segmentation is carried out based on demographic, geographic and psychographic segmentation.

Making Science Education More Accessible: A Case Study of TikTok's Utility as a Science Communication Tool.

Social media has revolutionized science communication, allowing for rapid dissemination of science-related content to the public. In recent years, video platforms like TikTok and Instagram have implemented recommendation algorithms that track users' interests andsuggest personalized videos. As a result, these apps have become powerful tools for public messaging, facilitating access to audiences that are naturally curious about science. In 2020 I began uploading educational science videos to TikTok which have collectively accumulated more than 48 million views and 8 million "likes." Here I present an analysis of video metrics collected from the TikTok app for a random sampling of 150 videos, searching for factors that predict the number of views a video receives and the level of viewer engagement. Videos with higher view counts were liked and shared at higher rates and sustained viewer attention for longer. Properties like hashtags, sounds, and effects did not significantly influence video views. Interestingly, videos summarizing research papers received the highest levels of engagement, potentially reflecting high demand from lay audiences who are traditionally unable to access scientific literature. Finally, I present survey data demonstrating that 84% of users report feeling more trustful of science & scientists after following this account. Although the generalizability of these findings is limited, the results offer insights into the factors that drive video performance on TikTok and how users engage with scientific content on social media. These findings may help science communicators more effectively reach wider audiences and promote science literacy in new and innovative ways.

Suicidal Behavior in Bangladeshi and Indonesian Media After the Death of an Indian Celebrity by Suicide

The Indian cinema industry greatly impacts the world, especially in south Asian nations, Including Bangladesh and Indonesia. This study examines the quality of suicide reporting by media following non-native celebrity suicides in nations with a comparable culture. This study was conducted during one month immediately following the suicide of an Indian celebrity. Two Indonesian and two Bangladeshi investigators collected information about published media reports in regional languages on popular online newspapers of the respective countries. All newspaper articles about suicide behavior published throughout the study period were included. A total of 155 news reports were obtained, of which 56 were from Bangladesh and 99 were from Indonesia. More than half of the news reports from Bangladesh reported the suicide of unmarried people (55.36%). Indonesian reports mentioned gender (57.57%) and age (80.81%) in the majority of reports, followed by the presence of life events and mention of mental illness. Celebrity suicide reports in media catch the attention of more viewers and are likely to have a more intense impact on the general public than any other suicide report. Hence, there is a desperate need to adhere to the media suicide reporting guidelines while reporting suicide stories.

Dramatisasi Tipe Shot pada Iklan Pond’s for Men Edisi The Oily Warrior

ABSTRACT
 Commercial advertising films, or television commercials (TVC), are made as attractive as possible with the aim of attracting viewers. The element of dramatization in advertising is needed and is closely related to the type of shot used. This study analyzes the dramatization of Pond's for Men advertisements for The Oily Warrior Edition, a facial care product specifically for men. Qualitative research method by analyzing the type of shot used to create dramatic effects. The results of this study provide an understanding that choosing the right type of shot in a scene will create a visual dramatization effect, which is an effective marketing strategy to create advertising films that attract the attention of viewers.
 Keywords: Dramatization, Shot, Shot Types, Television Commercial

How brand mentions in television advertising affect consumer attention, recall and evaluation

One of the critical success factors of any television commercial lies in the extent to which consumers can correctly link it to the advertising brand. While several studies have underlined the importance of (frequently) mentioning the brand's name to foster such brand linkage, they generally have not accounted for consumers' intrinsic tendency to avoid advertising. Because many consumers divert their attention from a commercial before its end is reached, not every brand mention is going to be observed by everyone, which may severely hamper their impact. In fact, prior academic work has shown that these brand mentions themselves may form an (additional) trigger to skip a commercial prematurely. The current paper brings both literature streams together and models the impact of different types of within-ad brand mentions on 1) consumers' second-by-second decision to skip a commercial or keep watching, and 2) their subsequent ability to recall the brand — conditional on what elements of the commercial they could and could not observe. In addition, as determining the optimal number of brand mentions implies that the right balance needs to be struck between their positive (recall) and negative (loss-of-audience) effects, further input for this decision is provided by also analysing how consumers' opinions and attitudes towards a commercial are affected by in-ad branding. The findings demonstrate that even with just a few second-long brand mentions within a commercial, a better performance in terms of viewer attention and brand recall is achieved compared to having a brand watermark for the commercial's entire duration. It was also concluded that a high number of (aural) brand mentions is better suited to more rational, ‘sales activation’ commercials, while a low number of (visual) brand mentions is preferred for more emotional, ‘brand-building’ commercials.

Football Spectators' Attention to Advertising: Gender Perspective

Objective: The objective of this study is to quantitatively measure the role of spectators’ gender in the intensity of their attention to advertising during a football match. Subsequently, it aims to answer the question: Does gender affect attention to advertising? Methods: Adopted a semi-experimental research design to collect data on viewers' attention to advertisements using eye tracking. In addition, a mixed between-within ANOVA and t-test were conducted to test the research hypotheses. Results: The research findings showed that viewer gender significantly affected the attention to the ads. In fact, in this research, women paid more attention to advertisements while watching football than men. Conclusion: While there is a plethora of evidence in advertising that supports the positive effects of various advertising types and locations on viewer attention, little is known about the role of gender differences on viewer attention when watching a football match on TV. This study contributes to the existing knowledge in advertising research by offering a series of research agendas on the key indicators of advertising effectiveness, especially consumer attention. More specifically, the study seeks to improve the understanding of advertising effectiveness by measuring consumers' neurophysiological responses to advertising messages.

The Influence of E-commerce Sites Pops Up Advertisements Over Youngsters

Objective: This study explores the influence of pop-up advertisements on youngsters' purchases, focusing on how these ads on webpages determine purchase intent. The purpose of this research is to investigate the effectiveness of pop-up ads in creating awareness, enhancing recall, and ultimately driving impulsive buying behavior among youngsters, who frequently engage with social media and other websites. Theoretical framework: To achieve the research objectives, a comprehensive theoretical framework is utilized. The framework incorporates theories from consumer behavior, advertising effectiveness, and online marketing. It draws on concepts such as brand awareness, product features, price perception, and impulsive buying behavior to provide a holistic understanding of the influence of pop-up ads on youngsters' purchase intent. Method: A primary data collection method is employed in this investigation. Surveys are conducted among a targeted sample of youngsters who regularly engage with online platforms. The survey questionnaire is designed to capture their exposure to pop-up ads, their attitudes towards these ads, and their subsequent purchase intent. Additionally, data is collected on the respondents' recall of product information and their impulsive buying tendencies. Findings: The findings of this study shed light on the impact of pop-up advertisements on youngsters' purchasing behavior. The results indicate that pop-up ads have a significant influence on purchase intent among the target population. The abrupt appearance of pop-up ads on webpages captures the attention of online viewers and creates a sense of urgency, leading to impulsive buying decisions. Furthermore, the continuous exposure to pop-up ads improves the recall of product features, prices, and other parameters, reinforcing the impact on purchase intent. Research Implications: These findings have important implications for marketers and advertisers aiming to target the younger demographic. Understanding the effectiveness of pop-up ads in creating awareness and driving impulsive buying behavior can inform strategic advertising campaigns and optimize online marketing efforts. Marketers can leverage the potential of pop-up ads to enhance brand recall, increase product visibility, and ultimately drive sales among youngsters. Originality/value: This study highlights the significance of pop-up advertisements on youngsters' purchase intent. The primary data analysis confirms that pop-up ads on webpages have a strong influence on impulsive buying behavior and enhance the recall of product information. By considering the findings and recommendations of this research, marketers can effectively utilize pop-up ads to engage with the younger demographic and drive their purchasing decisions.

Монголд ажиллаж байсан хятад театрын тухай түүхэн сурвалж

Evidence of sedentary culture may be the Chinese theatre in the nomadic Mongolia. Many ethnic Chinese people lived in populated areas such as Urga, Khiagt, Uliastay and Khovd. The Chinese people performed circus acts, humorous performance, as well as pantomime and acts that advocated religious activity. All those took place in the streets, attracting the attention of many viewers. One of those theatres operated in the city of Maimaa in Urga, while the other two operated consistently with professional actors in buildings particularly made for performances in Urga’s Chinese town.

Impacts of Television Educational Campaigns on Motivational Levels of Children and Their Families: A brief Literature Review

Television educational campaigns can have a significant impact on the motivational levels of children and their families. These campaigns aim to promote education, healthy habits, and positive values, and they often utilize engaging content, role models, and interactive elements to capture the attention of viewers. When effective, these campaigns can increase motivation to learn, adopt healthy behaviors, and make positive changes in the lives of children and families. However, it is important to note that the effects of television educational campaigns can vary depending on various factors such as the content of the campaign, the age of the child, the level of parental involvement, and the cultural background of the family. To maximize the positive impact, it is recommended that families view and engage with educational television content together and participate in discussions about the messages being conveyed. The current study will be consisting of two parts, in the first part, researcher will review the existing literature on the impacts of television educational campaigns and their impacts on the children and their families, which is the current article, in the follow-up coming article, researcher will share their own conducted study in the rural areas of Punjab, Pakistan in order to specifically pin pointing the impacts of television educational campaigns on the motivational level of children and parents in the rural areas of a developing country such as Pakistan

Digital Storytelling for Environmental Education on YouTube: Findings from Social Forestry Context

Abstract. Digital storytelling is a method of telling stories using digital media. This method can be used for educational purposes including environmental education to support sustainability mindset. This study aimed to explore the use of digital storytelling for environmental education on Youtube in the context of social forestry in Indonesia. The research method used was Focus Group Discussion (FGD) and analyses using thematic coding. The findings from 15 professionals and experts in 3 FGD sessions showed that digital storytelling with Youtube can be an effective tool for environmental education. This is because YouTube as a digital storytelling media captures the attention of viewers, helps them understand complex environmental concepts, and promotes alignment to support sustainability. Digital storytelling in YouTube can be used to build relationships and collaboration among viewers in local and regional scope. Keywords: Social innovation, digital storytelling, environmental sustainability, focus group discussion, youtube

Developing a Sense of Humor: Congruence Between Humor Type and Brand Personality

Humorous ads grab the attention of viewers and are a go-to approach for many advertisers. Funny ads can have a positive effect on brand recall, purchase intentions, and attitude toward the ad and brand. However, the use of humor does not always produce positive results for brands. Humorous ads often fall short of connecting with the brand’s target audience, leaving them feeling confused, disappointed, or offended. One possible explanation for these failures is that the type of humor used in the ad is a poor match to the brand personality dimensions developed by marketers. This paper proposes a conceptual framework to assist advertisers in choosing a type of humor that is suitable, or congruent, to the personality dimensions portrayed by the brand. This framework forms a bridge between Speck’s (1991) Humorous Message Taxonomy and Aaker’s (1997) Brand Personality dimensions and is designed to be useful for advertising practitioners and a step forward for advertising and humor theory. Application of the framework and future research possibilities are also discussed.

The Advances in Recommendation Systems – Theoretical Analysis

Most people can't subscribe to every direct-to-consumer platform today, and the number is growing. The platform's content and the user's experience influence the decision to subscribe or buy. Today's consumers anticipate instantaneously curated content exploration, acquisition, and consumption. Media firms actively seek to increase both click-through rate and profitability by enhancing the user experience and enticing customers to subscribe or buy premium content through recommender systems. The direct-to-consumer platforms may maintain user engagement after consumers have visited the contents by providing suggestions that make the most of the site's rich content catalogs. By bringing it to the attention of viewers based on their viewing habits, for instance, effective recommendation systems might boost earnings for underappreciated "long tail" content. This research explores various recommender system types currently in widespread usage with an analysis of some of the fascinating breakthroughs.