Effectiveness of Subject's Gaze Direction in Advertising Materials on Observer's Reaction

U modernom svijetu, kada je konkurencija na tržištu sve veća, cilj oglašavanja jest doprijeti do potrošača. Kako bi poruka brenda bila prepoznatljiva među ostalim porukama, nije potrebno isključivo inovativan način oglašavanja, već treba uzeti u obzir i psihološki aspekt ponašanja potrošača. Poznato je da korištenje ljudskog subjekta u oglasu može predstaviti način privlačenja pažnje, no postoje i drugi detalji koji mogu biti od značajne važnosti kod prenošenja poruke, pozicioniranja u svijesti potrošača te građenju prepoznatljivosti i snage brenda. Ukoliko oglašivači uzmi u obzir takve detalje, mogu stvoriti bolje izglede za pobjedu u bitci na tržištu. Jedan od tih detalja se obrađuje u ovom radu. Riječ je o usmjerenosti pogleda subjekta u oglasu. Istraživanja su pokazala da postoji mehanizam koji se aktivira u trenutku kada pojedinac skrene svoji pogled prema određenom objektu. Takvim činom naznačuje drugim pojedincima oko sebe da je svoju pažnju preusmjerio prema nečemu što trenutno zauzima njihovu pažnju. Istraživanja su isto tako pokazala da takva promjena u usmjerenosti pogleda utječe na druge pojedince koji se nalaze oko subjekta, na načina da će i ti pojedinci okrenuti svoji pogled prema tom istom objektu. Ljudi gledaju u stvari prema kojima imaju određenu dozu atrakcije. Preusmjeravanje pogleda prema određenom objektu iskazuju svoju dozu sviđanja prema tom objektu. U radu se ispituje razlika u reakcijama dvije grupe ispitanika ovisno o tome jesu li su bili izloženi oglasu sa direktnim ili preusmjerenim pogledom. Rezultati istraživanja su pokazali da pogled usmjeren prema proizvodu može imati utjecaja na povećanje količine upamćenih detalja u oglasu i na boljem cjelokupnom dojmu o oglasu.In today’s modern world, when competition on the market is constantly increasing, the goal of advertisers is to reach consumers. In order for a brand message to be recognizable among other messages, it is not only necessary to have an innovative way of advertising, but also to take into account the psychological aspect of consumer behavior. It is known that the use of a human subject in advertising can be a way to attract attention, but there are other details that can play an important role in conveying the message, positioning the brans in the minds of consumers and building brand recognition and strength. If advertisers take such details into account, they can create a better chance for winning the battle on the market. One of these details is addressed in this paper. This paper researches the importance of gaze direction of a subject in an advertisement, on the reaction of those exposed to the ad. Research has shown that there is a mechanism that is activated the moment an individual turns his gaze towards a particular object. By doing so, he indicates to other individuals around him that he has diverted his attention to something that is currently occupying his attention. Research has also shown that such a change in the orientation of the gaze affects other individuals around the subject, in a way that these individuals will also turn their gaze toward that same object. People look at things according to which they have a certain dose of attraction. Redirecting the gaze towards a particular object shows their dose of liking towards that object. This paper examines the difference in the reactions of two groups of respondents depending on whether they were exposed to an ad with a direct or averted gaze. Results have shown that a gaze toward the advertised product can increase the level of detail memorization and overall liking of the ad