外文翻译--网络广告：任何人都看吗？(编辑修改稿)

外文翻译--网络广告：任何人都看吗？(编辑修改稿)内容摘要：

AdsOff!, @Guard, JunkBuster...). One can thus hypothesize that, as surfers gain more familiarity with the medium, they learn to differentiate informational content from advertising. Ultimately, this would give them the ability to disregard banner ads. Given this possible learning and avoidance behavior, we start our investigation by measuring the extent to which surfers pay attention to banner ads. We begin by formulating the following two hypotheses: H1: Inter users avoid looking at banner ads. H2: The more time users have spent on the Inter, the less they pay attention to banner ads. To test these hypotheses, we asked a group of subjects to look at various web pages while hooked up to an eyetracking device that records their eye movements and fixations. Eyetracking studies are not new. Javal (1878) used eyetracking to study reading patterns more than 100 years ago. Although reading studies are still being conducted through eyetracking (Hy246。 n228。 1995), a growing number of eyetracking studies have recently addressed marketing instance, Russo and Leclerc (1994) studied instore brand choice, Fischer et al (1989) studied warning labels on tobacco ads, Janiszewski (1998) looked at exploratory search behavior with catalogs, KroeberRiel (1979) investigated the effect of arousal on advertising copy processing,and Lohse (1997) studied Yellow Page advertising. Study design Our study was conducted using information portals as a background. The cover study was an ergonomic research on the design for one of the largest French portals: Voil224。 (). The subjects were asked to perform five searches using three portals: Voil224。 , an alternate layout for Voil224。 (henceforth called Voil224。 Bis), and Voil224。 ’s largest petitor. Three of the searches related to general topics (., find information about ‘Le Louvre’), the other two r， elated to individuals (., find the phone number of ‘Jean Dupont’). Each of the three generaltopic searches was made using a different portal. The two other searches were made with Voil224。 and Voil224。 Bis. Our first study was very revealing. It provides us with an answer to the first question motivating this study (Why are banner ads not effective?) and a hint of an answer to the second and third questions (What can advertisers do to improve banner effectiveness? Does clickthrough rate undervalue online advertising?). The study shows that one of the problems hindering banner ad effectiveness is that half of the banner exposures are not attended to. The problem is not only that surfers do not look at the banners, but they also seem to purposefully avoid looking at them (Hypothesis 1). There are at least two possible explanations for this apparently clairvoyant behavior. First, site designers have traditionally located banner ads at the top of their web pages. This might lead web surfers to treat as a potential ad every item that is located at the top of the , as has been noted by Janiszewski (1998), peripheral vision allows subjects to recognize objects that are located outside their focal point of attention (as measured by the eyetracking device). This ability, coupled with the fact that most banner ads have the same shape (468x60 pixels) provides web surfers with the ability to train themselves into recognizing banner ads for what they are without having to actually focus on them. Both of these explanations assume that surfers learn over time and develop strategies to avoid devoting attention to , we did not find support for Hypothesis 2. This p。