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Πεδίο DCΤιμήΓλώσσα
dc.contributor.authorDamaskinidis, George-
dc.contributor.authorKourdis, Evangelos-
dc.contributor.authorZantides, Evripides-
dc.contributor.authorSykioti, Eleni-
dc.date.accessioned2019-01-14T11:39:11Z-
dc.date.available2019-01-14T11:39:11Z-
dc.date.issued2018-02-13-
dc.identifier.citationPublic Journal of Semiotics, 2018, vol. 8, no.1, pp. 46-66en_US
dc.identifier.issn19189907-
dc.description.abstractThe 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.formatpdfen_US
dc.language.isoenen_US
dc.relation.ispartofPublic Journal of Semioticsen_US
dc.rightsCreative Commons Attribution-NonCommercial 4.0 International Licenseen_US
dc.subjectEye-tracking technologyen_US
dc.subjectGraphic designen_US
dc.subjectMultimodal texten_US
dc.subjectPage layouten_US
dc.subjectPolysemiotic texten_US
dc.subjectPrint advertisementsen_US
dc.subjectSemiotic elementsen_US
dc.titleEye-tracking the semiotic effects of layout on viewing print advertisementsen_US
dc.typeArticleen_US
dc.collaborationAristotle University of Thessalonikien_US
dc.collaborationCyprus University of Technologyen_US
dc.collaborationHellenic Secondary Educationen_US
dc.subject.categoryArtsen_US
dc.journalsOpen Accessen_US
dc.countryCyprusen_US
dc.countryGreeceen_US
dc.subject.fieldHumanitiesen_US
dc.publicationPeer Revieweden_US
dc.identifier.doi10.37693/pjos.2017.8.17326en_US
dc.relation.issue1en_US
dc.relation.volume8en_US
cut.common.academicyear2017-2018en_US
dc.identifier.spage46en_US
dc.identifier.epage66en_US
item.fulltextWith Fulltext-
item.languageiso639-1en-
item.grantfulltextopen-
item.openairecristypehttp://purl.org/coar/resource_type/c_6501-
item.cerifentitytypePublications-
item.openairetypearticle-
crisitem.journal.journalissn1918-9907-
crisitem.journal.publisherLund University-
crisitem.author.deptDepartment of Multimedia and Graphic Arts-
crisitem.author.facultyFaculty of Fine and Applied Arts-
crisitem.author.orcid0000-0003-0874-455X-
crisitem.author.parentorgFaculty of Fine and Applied Arts-
Εμφανίζεται στις συλλογές:Άρθρα/Articles
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