IJAR - Indian Journal of Applied Research

Dr. A. Kumudha; Mrs. K. S. Lakshmi

Volume : III, Issue : IX, September - 2013

Study on the Visual Attention and the Stopping Power of Advertisements � a Content Analysis of The Advertisements on Indian Television Channels

Dr. A. Kumudha, Mrs. K. S. Lakshmi

Abstract :

In judging the effectiveness of advertisements on television, the impact of visual elements assumes significance. The visuals help in the stopping the viewer to see the advertisement further. This paper is an exploratory study taken to know the extent of visual attention and the stopping power of the advertisements shown on Indian television channels. Around 40 ads have been taken from three different language channels: Tamil, Telugu and Hindi during prime time and were content analyzed. . The ads that were taken in four product categories, with FMCG ads in the majority were coded by drawing the constructs for measuring the visual attention– getting based on the literature that was reviewed. They were subjected to statistical analysis by using cluster analysis and ANOVA (one–way) for further interpretation. Results indicated that FMCG ads were high on garnering visual attention and the stopping power was high for these ads. Celeities play an important role in capturing viewer attention. The visual attention depends on the product category of the ad .