【摘要】 眼动研究正逐渐成为商业广告研究中重要的研究方法。基于认知学习理论,对国内外企业广告眼动研究成果进行归纳、梳理,并对国内外学者研究的成果进行对比,总结出国内外学者研究的不足与缺陷,最后提出应加强理论建设、扩大对广告群的研究等建议。更多还原

【Abstract】 Opticokinetics is becoming the important method of business ads research.This article concludes research findings of corporate ads on eye tracking home and abroad based on the cognitive learning theory.It also contrasts domestic research findings with overseas findings and indicates the deficiency of the research achievements.Finally it raises suggestions of strengthening the construction of theory and expanding the research of ads groups.更多还原