中文摘要：

目的探讨在四种不同背景的实验条件下,品牌广告表面积、品牌广告位置对受众浏览平面广告的影响。方法以品牌洗发水为例,采用眼动追踪技术,记录了21名大学生浏览不同平面广告时的眼动情况。结果（1）品牌广告表面积的大小显著影响被试对平面广告的注视时间、注视次数、瞳孔直径。（2）品牌广告位置对被试浏览广告时的注视次数和瞳孔直径影响显著。（3）当广告背景类型相同时,无论被试对这些背景的喜欢程度如何,被试浏览产品品牌的注视时间、注视次数、瞳孔直径差异不显著。结论受众在加工平面广告时受广告表面积大小和广告位置的影响,不受广告背景喜欢程度的影响。

英文摘要：

Objective We aimed at exploring how the surface area and position of brand advertisement affect print advertisements viewing in four different experimental conditions. Methods We used eyetracking to record the subjects’ eye movements data when 21 students read different shampoo advertisements pictures. Results（ 1） the brand advertisement surface area significantly affects subjects’ fixation frequency fixation duration and pupil size during viewing the advertisements.（ 2） brand advertisement position significantly affects subjects’ fixation frequency and pupil size during viewing advertisements.（ 3） We found no significant differences in subjects’ fixation,fixation duration and pupil size in the same type of advertisements background,regardless of subjects’ likes or dislikes of the backgrounds.Conclusion brand advertisement surface area and position significantly affect subjects’ fixation during their processing advertisements,rather than the preference degree of subjects to the backgrounds.