September 5, 2025Open Access

Portrayals in Visual Advertising: Evidence From an Eye Tracking

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The study found that different portrayal strategies significantly influence consumer attention in advertising.
Eye tracking metrics like total viewing time and number of fixations were key in assessing visual communication effectiveness.
Twelve respondents used an analytical approach while eight adopted a holistic process for facial recognition.
Distinct recognition patterns emerged for realistic and stylized portraits, suggesting design implications for advertisements.

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Experimental analysis reveals eye tracking insights on facial recognition in visual advertising, indicating effective portrayal strategies.

Marianna Yu. Ababkova (2025) studied this question.

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Experimental analysis reveals eye tracking insights on facial recognition in visual advertising, indicating effective portrayal strategies.