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Logotypanalys i Rörlig Bild med hjälp av en Eye-Tracker
KTH, School of Computer Science and Communication (CSC).
KTH, School of Computer Science and Communication (CSC).
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Analysis of Logotypes in Moving Picture with an Eye-Tracker (English)
Abstract [sv]

Många undersökningar har gjorts inom marknadsföringsområdet med hjälp av eye-tracker. Gemensamt för majoriteten av dessa undersökningar är att de har gjorts på statisk reklam såsom reklam i tidningar och reklambanderoller på hemsidor. Relativt få undersökningar har gjorts där reklamen är integrerad i den rörliga bilden.

I denna rapport undersöks logotyper i rörlig bild med hjälp av en eye-tracker där syftet var att undersöka relationen mellan fixering av blick på, tidigare kännedom om och hågkomst av logotyper. En studie genomfördes på 12 testpersoner som fick titta på ett filmklipp medan en eye-tracker registrerade deras ögonrörelser. De fick därefter svara på en enkät som handlade om logotyperna som presenterats i klippet.

Resultatet visar att personer kommer ihåg logotyper som de har fixerat blicken på och samtidigt har tidigare kännedom om i större utsträckning än logotyper som de inte har någon tidigare kännedom om. En säker relation mellan tidigare kännedom och benägenhet att fixera blick har inte kunnat hittas. Fler studier bör därför göras med fler filmklipp, logotyper och testpersoner för att uppnå ett säkrare resultat.

Vid studier av objekt i rörlig bild med eye-tracker, där intresse av att undersöka om objektet uppfattats eller ej finns, bör en studie av den minsta fixeringstid som krävs för att uppfatta objektet först göras. Det bör även göras fler studier på hur graden av hågkomst, tidigare kännedom och egenskaper hos fixeringar påverkar resultatet.

Abstract [en]

Many studies have been done in the field of marketing with the help of an eye-tracker. The common element in the majority of these studies is that they have been done on static advertising such as advertisements in magazines and web banners. Relatively few studies have been done when the advertisements are integrated in the moving picture.

In this report logotypes that are integrated in the moving picture are investigated. The purpose of this report is to investigate the relationship between fixation of gaze on, prior knowledge of and the ability to recall logotypes. A study was done on 12 test subjects. The given task was to watch a film clip while their eye movements were registered with an eye-tracker. After the test they filled out a questionnarie about the presented logotypes in the clip.

The result tells us that people are better at remembering logotypes that they have fixated on and simultaneously had prior knowledge of than logotypes that they fixated on but had no prior knowledge of. No certain relation was found between prior knowledge and the tendancy of fixating ones gaze was found. More studies have to be done with more clips, logotypes and test subjects in order to obtain a certain result.

When investigating objects in moving picture with the help of an eye-tracker, when you are interested in investigating whether the object are resigistred or not, a study about the shortest required fixation duration for registration of the object should be done in advance. More studies has to be done on how properties of fixations, the degree of recollection and prior knowledge affects the result.

Place, publisher, year, edition, pages
2015.
Keyword [sv]
Eye-tracker, eye, tracking, tracker, eye-tracking, logotyp, rörlig bild
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:kth:diva-169431OAI: oai:DiVA.org:kth-169431DiVA: diva2:820944
Subject / course
Media Technology
Educational program
Master of Science in Engineering - Media Technology
Supervisors
Examiners
Available from: 2015-06-16 Created: 2015-06-12 Last updated: 2015-06-16Bibliographically approved

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