Face Presence and Gaze Direction In Print Advertisements

Safaa Adil (1) , Sophie Lacoste-Badie (2, 3) , Olivier Droulers (2)

1 ESCEM Tours Poitiers - ESCEM School of Business and Management
2 CREM - Centre de recherche en économie et management
3 LEM - Lille économie management - UMR 9221

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential. The eye-tracking study reported herein examines the impact of face presence and model gaze direction in print advertisements. The findings show that face presence and gaze directed toward the product—versus no face and gaze toward the viewer—have a strong influence on attention to and memorization of advertisements, on advertisement and brand evaluation, and on purchase intention. This research provides meaningful and actionable recommendations for managers.

Mots clés: Print Advertisements; Face Presence

Domaines: Gestion et management

Safaa Adil, Sophie Lacoste-Badie, Olivier Droulers. Face Presence and Gaze Direction In Print Advertisements: How They Influence Consumer Responses: An Eye-Tracking Study. Journal of Advertising Research, 2018, 58 (4), pp.443-455. ⟨10.2501/JAR-2018-004⟩. ⟨halshs-01910205⟩