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Adolescents are exposed to many advertisements for alcoholic beverages in magazines. Advertisers voluntarily include a responsibility or moderation message (e.g., “drink responsibly”), but do adolescents see these messages and how effective are they? To find out, investigators assessed the association between attention to specific elements of an ad and the ability to recall content accurately. They used an integrated head–eye tracking system to measure eye movements of 63 adolescents (age range, 12–14) as they viewed six print ads for alcoholic beverages.
Immediately after the session, participants completed a recall exercise. The responsibility/moderation messages were the least frequently viewed textual or visual areas of the ads. Average …