Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/12988
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Damaskinidis, George | - |
dc.contributor.author | Kourdis, Evangelos | - |
dc.contributor.author | Zantides, Evripides | - |
dc.contributor.author | Sykioti, Eleni | - |
dc.date.accessioned | 2019-01-14T11:39:11Z | - |
dc.date.available | 2019-01-14T11:39:11Z | - |
dc.date.issued | 2018-02-13 | - |
dc.identifier.citation | Public Journal of Semiotics, 2018, vol. 8, no.1, pp. 46-66 | en_US |
dc.identifier.issn | 19189907 | - |
dc.description.abstract | 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. | en_US |
dc.format | en_US | |
dc.language.iso | en | en_US |
dc.relation.ispartof | Public Journal of Semiotics | en_US |
dc.rights | Creative Commons Attribution-NonCommercial 4.0 International License | en_US |
dc.subject | Eye-tracking technology | en_US |
dc.subject | Graphic design | en_US |
dc.subject | Multimodal text | en_US |
dc.subject | Page layout | en_US |
dc.subject | Polysemiotic text | en_US |
dc.subject | Print advertisements | en_US |
dc.subject | Semiotic elements | en_US |
dc.title | Eye-tracking the semiotic effects of layout on viewing print advertisements | en_US |
dc.type | Article | en_US |
dc.collaboration | Aristotle University of Thessaloniki | en_US |
dc.collaboration | Cyprus University of Technology | en_US |
dc.collaboration | Hellenic Secondary Education | en_US |
dc.subject.category | Arts | en_US |
dc.journals | Open Access | en_US |
dc.country | Cyprus | en_US |
dc.country | Greece | en_US |
dc.subject.field | Humanities | en_US |
dc.publication | Peer Reviewed | en_US |
dc.identifier.doi | 10.37693/pjos.2017.8.17326 | en_US |
dc.relation.issue | 1 | en_US |
dc.relation.volume | 8 | en_US |
cut.common.academicyear | 2017-2018 | en_US |
dc.identifier.spage | 46 | en_US |
dc.identifier.epage | 66 | en_US |
item.languageiso639-1 | en | - |
item.cerifentitytype | Publications | - |
item.fulltext | With Fulltext | - |
item.grantfulltext | open | - |
item.openairetype | article | - |
item.openairecristype | http://purl.org/coar/resource_type/c_6501 | - |
crisitem.author.dept | Department of Multimedia and Graphic Arts | - |
crisitem.author.faculty | Faculty of Fine and Applied Arts | - |
crisitem.author.orcid | 0000-0003-0874-455X | - |
crisitem.author.parentorg | Faculty of Fine and Applied Arts | - |
crisitem.journal.journalissn | 1918-9907 | - |
crisitem.journal.publisher | Lund University | - |
Appears in Collections: | Άρθρα/Articles |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
document.pdf | Fulltext | 1.05 MB | Adobe PDF | View/Open |
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