关键词: 眼动研究, 平面广告, 注意

Abstract: Eye-tracking research has long held the promise of providing unprecedented insights into consumers’ attention to advertisement . The present article is a review of foreign academic research on consumers’ visual attention to print advertisements using eye-tracking methodology. In addition, the authors point out that some problems still exist in previous studies, and hope that the review will provide a steppingstone for those interested in this area

Key words: eye-tracking methodology, attention, print advertisement