TY - JOUR
T1 - Visual Attention to and Understanding of Graphic Program Advisories: An Eye-Tracking Study.
AU - Cummins, Robert
AU - Stone, Cam
AU - Gong, Zijian
AU - Cui, Boni
PY - 2017/10
Y1 - 2017/10
N2 - Despite the use of television program advisories for more than 15 years, viewer understanding of these advisories remains problematic. This article summarizes 2 studies demonstrating the effectiveness of alternate graphic advisories in attracting viewer attention and more effectively communicating their intended meaning. Results indicated that younger viewers were more likely to correctly interpret the meaning of graphic advisories relative to the current text advisories. Eye-tracking data revealed that viewers also allocated greater attention to graphic advisories. Although participants interpreted graphic advisories as more restrictive than text advisories, viewers failed to demonstrate so-called “forbidden fruit” effects.
AB - Despite the use of television program advisories for more than 15 years, viewer understanding of these advisories remains problematic. This article summarizes 2 studies demonstrating the effectiveness of alternate graphic advisories in attracting viewer attention and more effectively communicating their intended meaning. Results indicated that younger viewers were more likely to correctly interpret the meaning of graphic advisories relative to the current text advisories. Eye-tracking data revealed that viewers also allocated greater attention to graphic advisories. Although participants interpreted graphic advisories as more restrictive than text advisories, viewers failed to demonstrate so-called “forbidden fruit” effects.
U2 - 10.1080/08838151.2017.1375499
DO - 10.1080/08838151.2017.1375499
M3 - Article
SP - 703
EP - 722
JO - Journal of Broadcasting & Electronic Media
JF - Journal of Broadcasting & Electronic Media
ER -