Παρακαλώ χρησιμοποιήστε αυτό το αναγνωριστικό για να παραπέμψετε ή να δημιουργήσετε σύνδεσμο προς αυτό το τεκμήριο:
https://hdl.handle.net/20.500.14279/12988
Τίτλος: | Eye-tracking the semiotic effects of layout on viewing print advertisements | Συγγραφείς: | Damaskinidis, George Kourdis, Evangelos Zantides, Evripides Sykioti, Eleni |
Major Field of Science: | Humanities | Field Category: | Arts | Λέξεις-κλειδιά: | Eye-tracking technology;Graphic design;Multimodal text;Page layout;Polysemiotic text;Print advertisements;Semiotic elements | Ημερομηνία Έκδοσης: | 13-Φεβ-2018 | Πηγή: | Public Journal of Semiotics, 2018, vol. 8, no.1, pp. 46-66 | Volume: | 8 | Issue: | 1 | Start page: | 46 | End page: | 66 | Περιοδικό: | Public Journal of Semiotics | Περίληψη: | The print advertisement produces meaning for its readers through the interaction of a complex system of semiotic elements. Understanding this meaning is based on readers’ ability to follow the established reading conventions of their culture.The article describes a study that uses eye-tracking technology to examine readers’ interaction with the semiotic elements of two print advertisements. The relation between print advertisements and semiotics is informed by intersemiotic analysis and the reading pathconcept. The advertisements’ layout is rearranged to form two sets of texts:oneoriginal advertisement and a modified version. We havecalculated the time sequence in which visual and verbal areas attract attention, the amount of time spent on them and the depth of attention paid to the areas read. The results show how layout re-arrangement affectsreading behaviour, such as reading the smallest visual first and the target text sequentially without visual elementsinterrupting the reading,or having thesamepoint of entry in both the original and the modified advertisements. | ISSN: | 19189907 | DOI: | 10.37693/pjos.2017.8.17326 | Rights: | Creative Commons Attribution-NonCommercial 4.0 International License | Type: | Article | Affiliation: | Aristotle University of Thessaloniki Cyprus University of Technology Hellenic Secondary Education |
Publication Type: | Peer Reviewed |
Εμφανίζεται στις συλλογές: | Άρθρα/Articles |
Αρχεία σε αυτό το τεκμήριο:
Αρχείο | Περιγραφή | Μέγεθος | Μορφότυπος | |
---|---|---|---|---|
document.pdf | Fulltext | 1.05 MB | Adobe PDF | Δείτε/ Ανοίξτε |
CORE Recommender
Page view(s)
664
Last Week
2
2
Last month
30
30
checked on 14 Μαρ 2025
Download(s)
459
checked on 14 Μαρ 2025
Google ScholarTM
Check
Altmetric
Όλα τα τεκμήρια του δικτυακού τόπου προστατεύονται από πνευματικά δικαιώματα