Attention capture and transfer in advertising: Brand, pictorial, and text-size effects
Pieters and Wedel analysed 1363 print advertisements tested with infrared eye tracking on more than 3600 consumers. They report that the three key ad elements, brand, pictorial and text, each have their own superiority effects on attention, in line with many ideas held in marketing practice. The pictorial is superior in capturing attention independent of its size, the text captures attention in direct proportion to its size, and the brand element most effectively transfers attention to the other elements. Only increments in the text element's surface size produce a net gain in attention to the advertisement as a whole. The authors discuss how the findings can support more effective advertising decisions. Journal of record: Journal of Marketing 68(2), 36-50, 2004.
Pieters and Wedel analysed 1363 print advertisements tested with infrared eye tracking on more than 3600 consumers. They report that the three key ad elements, brand, pictorial and text, each have their own superiority effects on attention, in line with many ideas held in marketing practice. The pictorial is superior in capturing attention independent of its size, the text captures attention in direct proportion to its size, and the brand element most effectively transfers attention to the other elements. Only increments in the text element's surface size produce a net gain in attention to the advertisement as a whole. The authors discuss how the findings can support more effective advertising decisions. Journal of record: Journal of Marketing 68(2), 36-50, 2004.
Written from the abstract, OpenAlex record, 2026-11-03.
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doi:10.1509/jmkg.68.2.36.27794. Read at the level of the abstract.