Keeping your ‘tabula’ extremely ‘rasa’ makes your thinking fresher
A sociological content analysis of advertising catalogues with the eye-tracking method
Is it possible to look at something without actually noticing it? Is it possible to see something in the picture that is not really there? The answers to these philosophical questions can be obtained by comparing the results of eye-tracking tests combined with interviews based on sociological theories. (…)
The respondents, in line with our expectations, turned out to be familiar with the catalogue investigated. All of them provided the correct name of the company. When asked to describe in their own words the situations presented, the respondents would stress the fact that they show “the ideal” world. (…)
While most attention should be given to watching the advertisements, we constitute our dreams of a perfect life, environment and the items that furnish it.
