随着互联网的普及和网民数量的增加,越来越多的企业更加倾向于选择网络广告推广自己的产品或服务.旗帜广告是网络广告最主要的类型之一,利用眼动追踪技术记录被试阅读旗帜广告时的眼动模式,结果发现:当广告背景色为红色时,被试对黄色和白色文字前景色的旗帜广告注视次数更多,对方正兰亭中黑的旗帜广告注视次数也多.最后,根据眼动结果对广告主提出有价值的广告策略.%With the popularity of Internet and the increase of Internet users,more and more enterprises tend to choose net-work advertisement to promote their products or service. Banner advertising is one of the major types of Internet advertisement, so the eye tracking technology is used in this article to record subjects''''eye movement patterns while they are reading banner ad-vertisement. Results show that when the background color is red,the banners with yellow or white text foreground color will ob-tain more fixation counts;meanwhile,the square lanting banners with black in the center will obtain more fixation counts too. Finally,some suggestions are given to advertisers for better advertising design.
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