Abstract
This study employed eye tracking and a questionnaire survey to investigate the relationship between plot-hinting advertisements and the image of characters in visual narration in order to identify the preferences of viewers. The results indicate the following. (1) Browsing time and two of the factors in our factor analysis (Recognition of Storyness and Imaginary Space) presented significant explanatory power in regression analysis. (2) Subjects without backgrounds in design spent more time viewing story-like advertisements than did subjects with a background in design. (3) The scanpaths showed alternating browsing patterns between the text and images in the story-like advertisement. The process of perceiving the face of the main character and the details of the image conformed to the tenets of constructivism. (4) Most subjects expressed praise for the plot-hinting and story-telling advertisement. The results of this study provide a valuable reference for the application of plot-hinting in advertisements and interactive interfaces.
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Huang, C., Chuang, MH. (2013). An Exploration of Figures and Text in Visual Narration: Visual Flow and Preference Factors. In: Stephanidis, C. (eds) HCI International 2013 - Posters’ Extended Abstracts. HCI 2013. Communications in Computer and Information Science, vol 374. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-39476-8_109
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DOI: https://doi.org/10.1007/978-3-642-39476-8_109
Publisher Name: Springer, Berlin, Heidelberg
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