Advertisements Evaluation Focusing on Human Face

Given the importance of advertising and the massive expenditures on it, evaluating its effectiveness is one of the key questions in marketing. Also endorser as the most commonly used communication tool, allocates a large portion of advertising costs and its use is still under development. In this project, we use Communicational and Observational approaches to explore the impact of utilizing ‘human face’ on advertisements effectiveness. The research was conducted in the Eye Tracking Lab of the Institute for Cognitive and Brain Sciences (ICBS), Shahid Beheshti University, over 6 months. The results reveal, inclusion of a face in an advertisement has a significant effect on the visual attention of the audience to pictorial and textual features  ,So that, Human face attracted more attention towards the entire ads well as the pictorial part of it. The impact of faces on advertisements can be measured using merely observational devices, such as an eye tracking, and traditional communicational questioner does not report a different outcome by this amount of participants. In other words observational approaches prepare complementary cognitive and emotional information which may not presented by questioners.