Data from: Visual attention and perception of road safety advertisements with different level of explicitness in Peruvian millennials and centennials

In the face of the massiveness of content, social advertisements must explore the potential of other dimensions to improve their designs. This paper examines the effect of different levels of graphic explicitness on the attention and perception of road safety ads. An eye-tracking experiment was conducted to assess the visual attention of 60 young millennials and centennials on three ads with images of different levels of explicitness. Participants were agrouped into two groups where they watched two road safety ads with negative valence, but with different levels of explicitness in the second ad seen. For the image and text of each ad, metrics of number of fixations, time to first fixation and total fixation time spent were compared. A survey provided qualitative information about the perception and effectiveness of the ads. Significant effects were found when using negative emotional appeals through explicitness to enhance visual attention and audience perception. But, although the image has prominence, textual design should not be neglected to focus the emotional appeal of the ad.面对内容体量的爆发式增长，社交广告亟需拓展多维度潜力以优化设计方案。本研究聚焦不同图像直白程度对道路安全广告关注度与认知效果的影响，通过眼动实验（eye-tracking）评估60名千禧一代与Z世代青年对3幅不同直白程度图像广告的视觉关注度。参与者被分为两组，均观看2则带有负面情感效价的道路安全广告，且两组第二支观看的广告直白程度存在差异。针对每支广告的图像与文本内容，本研究对比了注视点数量、首次注视潜伏期及总注视时长三类眼动指标。此外，通过问卷调查获取了受众对广告认知效果与有效性的质性数据。研究结果表明，借助图像直白程度搭配负面情感诉求，可显著提升广告的视觉关注度与受众认知效果。但即便图像具备视觉凸显性，也不应忽视文本设计对强化广告情感诉求的关键作用。