中文摘要：

通过眼动技术与认知问卷调查相结合的方式，测量被试男女在用户选择广告模式／强制广告模式下观看广告的眼动数据，研究了广告模式和被试性别因素对广告效果的影响。结果表明，相对于传统的强制广告模式，用户选择广告模式下，受众对广告的注意力有显著提升，对广告中的文案记忆效果也好，同时，受众性别对广告效果也会产生影响。

英文摘要：

This paper uses eye-tracking technique and questionnaire survey to measure the eye movement data under different advertisement modes. Results show that advertisement choice can significantly influence the participants＇ attention towards the advertisement and memory of texts in the advertisement. Besides, the difference of participant sex also influences the advertising effect.