The effect of gaze cues on attention to print advertisements

Print advertisements often employ images of humans whose gaze may be focussed on an object or region within the advertisement. Gaze cues are powerful factors in determining the focus of our attention, but there have been no systematic studies exploring the impact of gaze cues on attention to print advertisements. We tracked participants' eyes whilst they read an on‐screen magazine containing advertisements in which the model either looked at the product being advertised or towards the viewer. When the model's gaze was directed at the product, participants spent longer looking at the product, the brand logo and the rest of the advertisement compared to when the model's gaze was directed towards the viewer. These results demonstrate that the focus of reader's attention can be readily manipulated by gaze cues provided by models in advertisements, and that these influences go beyond simply drawing attention to the cued area of the advertisement. Copyright © 2010 John Wiley & Sons, Ltd.