Search Results (134)

The moiré effect in refractive objects is rarely studied, especially in dynamics. We conducted a theoretical and experimental study of the dynamic moiré effect in rectangular containers with a refractive substance. We generalized the moiré magnification coefficient. The velocity was measured experimentally. Formulas for the moiré magnification and the velocity of moiré patterns in rectangular containers with a refractive substance were obtained. The formulas were analyzed in detail, and numerous special cases were identified. The visual effect of the counter-movement of the moiré patterns was predicted theoretically and observed experimentally. This study is important for understanding the dynamic physical properties of the moiré effect with refraction. In practice, the results can be used to measure refractive indexes or levels, as well as in advertising. Full article

This exploratory eye-tracking study investigates how the emotional content of food bank advertisements influences food donor perception and visual attention. It does so by addressing a gap in the literature on eye-tracking applications in food donation contexts and social neuroscience. Visual attention represents a fundamental behavioural precursor to decision-making, yet its role in charitable communications remains underexplored. The objective of this research was to investigate how the content of food bank advertisements is associated with the way that potential food donors perceive food bank posters on a cognitive level. This study adopted a social neuroscience approach, using the methodology of eye-tracking to examine the visual attention patterns that form while viewing food bank posters. Participants (N = 96) viewed four posters varying in their emotional appeal, i.e., positive, neutral, negative and cognitive dissonance, while their eye movements were being recorded. Results revealed the robust attentional prioritisation of generic pictorial content over specific organisational logos or abstract symbols across all metrics and posters with large effect sizes (r = 0.69–0.87). It was found that pictures captured participants’ attention three to seven times faster than logos and also received two to seven times more fixations. The poster carrying a negative appeal elicited the strongest pictorial advantage, consistent with the negativity bias in attention allocation. Exploratory analysis found no significant correlation between participants’ past charitable behaviour and visual attention patterns, thus suggesting that the Picture Superiority Effect operates universally, regardless of individual past charitable behaviours. This is the first eye-tracking study examining donor-facing food bank communications in Poland, contributing to social neuroscience approaches in prosocial behaviour research. Findings suggest charitable organisations should prioritise emotionally engaging pictures’ inclusion over logo prominence in their visual communications messaging. Full article

Visual pollution in urban environments has a significant impact on aesthetic quality, level of environmental complexity, coherence, and emotional well-being. Due to that, it needs to be analysed considering not only physical environment features and indicators but also aspects of environmental psychology and human emotional needs towards the urban environment. Taking into account this approach, in this research, it is studied applying a genotype-based framework using space syntax analysis and emotional mapping. Spatial analysis tools, such as space syntax and visibility graph analysis (VGA) provide reliable tools for statistically analysing this phenomenon. This method evaluates visual exposure and connectedness to polluting components across the map, resulting in locations with the most obvious pollution (The research examines spatial metrics such as integration, connectivity, and visibility, as well as emotional responses, to reveal significant links between urban spatial configurations and the visual pollution index (VPI). Zones with great accessibility and reachable by people, such as parks and public spaces, have positive emotional responses and low VPI scores, suggesting accessibility and visual harmony. On the contrary, low-integrated and fragmented areas have high VPI ratings, suggesting visual clutter, poor maintenance, and user dissatisfaction. Visual pollution affects the quality of urban surroundings by filling the visual space with contrasting and varied elements, resulting in visual dissonance. Common sources of visual pollution include architectural forms, billboards, advertising boards, signage, and poorly maintained building façades, particularly in modernist neighbourhoods. The Dainava neighbourhood in Kaunas city is used as a case study to apply this integrated methodology, revealing spatial and emotional aspects of the neighbourhood relevant to the VPI assessment. The findings highlight the relevance of a complex methodological approach that integrates spatial and emotional qualities of the environment and the importance of targeted actions, such as improving visibility, creating visual relations, and reducing visual clutter, in establishing inclusive, legible, and visually harmonious urban spaces. This methodological framework provides urban planners with a practical tool for the evaluation of visual pollution that integrates egzogenous (physical) and endogenous (emotional) factors and has predictive capacities to indicate the environment that is the most sensitive to visual pollution. Full article

This study assesses the effectiveness of social media advertising campaigns in the supermarket sector by combining managerial insights with multi-criteria decision analysis (MCDA) to support informed, sustainable decision-making. Considering the ever-increasing complexity of digital communication and the growing need for sustainable marketing resources, supermarkets require effective methods to evaluate social media platforms beyond isolated metrics. The study employs the Visual PROMETHEE program, an MCDA that incorporates qualitative insights from 27 supermarket managers in Northern Greece, along with the PROMETHEE II multi-criteria decision analysis method. At the outset, managers evaluated the importance of thirty-four social media performance factors with a five-point scale. Seven core evaluation criteria are identified by aggregating importance ratings and qualitative analysis: return on investment, revenue contribution, lead generation, engagement, cost efficiency, feedback, electronic word of mouth (eWoM), and reach. The use of these criteria later led to the evaluation of seven major social media platforms. A transparent ranking of platforms is presented, based on the results. The ranking highlights significant performance differences across financial, engagement, and reputational dimensions. The findings demonstrate the importance of integrating managerial guidance with multi-criteria analysis to inform long-lasting and evidence-based marketing decisions in retail. Full article

The growing adoption of wearable devices creates a critical need for robust and secure Internet of Things solutions to manage biometric data streams. Current architectures often lack emphasis on seamless data capture, secure cloud storage and integrated dashboard visualization. This research addresses these gaps by investigating and evaluating an IoT framework leveraging lightweight communication and real-time visualization for improved healthcare monitoring. Drawing primarily on recent peer-reviewed journals and reputable conference proceedings, we evaluate an IoT architecture that securely integrates wearable biometric data into a cloud-based dashboard. The system utilizes encrypted advertising packets (e.g., AES-128-CCM) to broadcast biometric signals, eliminating the need for permanent device pairing and minimizing energy consumption. These packets are captured by our prototype ESP32-based (Espressif Systems, Shanghai, China) gateway node, decrypted and forwarded to a secure cloud environment that ensures persistent storage and accessibility. The cloud-based dashboard provides medical staff and end-users with real-time insights and long-term data tracking. Emphasis was placed on evaluating the system’s low latency performance, energy efficiency and data confidentiality. System evaluation demonstrates that encrypted advertising packets can securely transmit biometric signals, while drastically reducing energy consumption and latency. System evaluation demonstrates that encrypted BLE advertising serves as a superior alternative to traditional pairing-based methods for long-term medical monitoring. By implementing a dual-optimization strategy that balances data confidentiality with power efficiency, the proposed system achieved a 33-fold increase in operational autonomy compared with standard permanent BLE connections. These results represent a significant advancement in battery longevity for the IoMT ecosystem, providing a scalable solution for continuous, secure biometric signal transmission with minimal energy overhead. Full article

Visual Impression in Architectural Space (VIAS) plays a central role in user response to environments, yet designer-controlled spatial variables often produce uncertain perceptual outcomes across cultural contexts. This study develops a multi-modal framework integrating VIAS theory, spatial documentation, and sentiment-aware NLP to evaluate temporary event spaces. Using a monthly market in Matsue, Japan as a case study, we introduce (1) systematic documentation of controlled spatial variables (layout, visibility, advertising strategy, (2) culturally balanced datasets comprising native Japanese and international participants across onsite, video, and virtual interviews, and (3) an adaptive sentiment-weighted keyword extraction algorithm suppressing interviewer bias and verbosity imbalance. Results demonstrate systematic modality effects: onsite participants exhibit festive atmosphere bias (+18% positive sentiment vs. video), while remote modalities elicit balanced critique of signage clarity and missing amenities. Cross-linguistic analysis reveals native participants emphasize holistic atmosphere, whereas international participants identify discrete focal points. The adaptive algorithm reduces verbosity-driven score inflation by 45%, enabling fair cross-participant comparison. By integrating spatial variable documentation with sentiment-weighted linguistic patterns, this framework provides a replicable methodology for validating architectural intent through computational analysis, offering evidence-based guidance for inclusive event space design. Full article

This essay examines how textiles operate as violent aesthetic tools in the formation of Black existence during American slavery. While the American plantation relied on cotton production and the regulation of what the enslaved would wear, enslaved people transformed these fibers into instruments of refusal, creativity, and ontological reclamation. A study of textiles during American slavery exposes how the violence of enslavement was lived on the surface of the body through clothing. Reading art and runaway advertisements alongside narratives by Olaudah Equiano, John Brown, Booker T. Washington, and Harriet Jacobs, this article reveals how the enslaved resisted and rebelled against the textiles they were forced to wear. Bringing together visual art, runaway slave advertisements, and slave narratives, I argue that textiles form a crucial archive for understanding Black rebellion and resistance. This essay situates historical acts of resistance through textiles; it is through clothing that enslaved people articulated a radical insistence on their presence, thus turning fiber into flesh. Full article

Virtual reality (VR) provides immersive environments that resemble real-world consumption settings, enabling realistic analysis of consumer responses to advertisements. Therefore, VR has been increasingly adopted in marketing. Visual attention is a key indicator of advertising effectiveness, and neuromarketing approaches using eye-tracking are widely used to overcome the limitations of self-report measures by providing objective insights into attentional processes. However, most previous studies have focused on static retail environments, leaving a research gap in understanding advertising effectiveness in dynamic road traffic contexts. Guided by selective attention theory, this study addresses this gap by integrating VR and eye-tracking to examine how advertisement placement under different traffic conditions influences visual attention and recall. A real-time eye-tracking measurement system was developed, and fixation duration, fixation count, and recall were used as evaluation metrics. The results showed significant differences across advertisement placement types. Advertisements positioned in front of buildings during stops elicited the highest levels of visual attention and recall, indicating that attention is greater when users are stationary than when riding. These findings indicate that cognitive resources shift from traffic-related tasks to advertisements as cognitive load decreases, highlighting the effectiveness of integrating VR and eye-tracking to objectively evaluate advertising outcomes in dynamic environments. Full article

Visual social commerce platforms now mediate much of brand communication and conversion, yet managers still lack clear guidance on how brands and creators should technically design posts that consistently achieve high user engagement under budget and platform constraints. Prior research explains why users engage with brands online, but it mainly focuses on individual motives and message features and largely treats the brand–creator–platform relationship and the post-design process as a black box. Drawing on the Technology Affordance Actualization (TAA) framework—which conceptualizes how platform-provided action possibilities (affordances) are selectively enacted through user practices—we develop a Creator–Content–Timing (CCT) perspective on how brands and creators actualize visibility, interactivity, and commercial collaboration affordances into user engagement outcomes. We analyze 138,713 image–text posts from 100 beauty brands on Xiaohongshu using machine learning, text mining, computer vision, and regression and clustering models. The results show that creator tier, brand status, sponsorship, content cues, and posting time have systematic effects on both engagement intensity and a cost-normalized metric, Int_per_cost (interactions per 1000 CNY of estimated advertising cost). Smaller creators and non-sponsored posts achieve higher engagement per impression and higher Int_per_cost than top-tier creators and sponsored posts; moderate text length, non-exclusive brand mentions, human faces, and specific temporal windows are also associated with superior outcomes. The study extends TAA to a creator–brand–platform context by operationalizing affordance actualization as observable CCT configurations at the post level and provides configuration-level guidance on how brands can align creator selection, content design, and scheduling to improve engagement on visual social commerce platforms. Full article

Green brands are increasingly leveraging electronic commerce and interactive marketing to enhance persuasive efforts in new media environments. However, empirical research on the role of linguistic rhetoric in these interactive settings remains limited. This study examines whether the use of homophonic puns in green brand advertising increases green purchase intention on digital platforms, and how visual salience moderates this effect. Across four online experiments (total N = 1382), using stimuli modeled on social media feeds and mobile commerce interfaces, we manipulated advertising copy to include either homophonic puns or non-pun alternatives and varied the level of interface salience. The results indicate that homophonic puns significantly increase green purchase intention, primarily through the mechanism of affiliative humor, which proved stronger than alternative humor pathways. Moreover, visual salience moderates this effect: high-salience layouts amplify humor perception and purchase intention, while low-salience conditions yield no significant effects. This study advances the field of interactive marketing by proposing a language–emotion–behavior framework and introducing a cross-modal synergy mechanism that links linguistic rhetoric with visual attention in digital media contexts. The findings provide both theoretical insights and practical implications for e-commerce platforms, particularly in optimizing advertising copy, attention design, and message placement strategies to align pun-based messages with high-salience executions, thereby enhancing green brand engagement. Full article

The design of commercial posters must effectively capture consumer attention. To scientifically evaluate the impact of different design formats on attention-grabbing efficiency, three advertising posters were selected. Corresponding dynamic and static, as well as colour and black-and-white (B&W), versions were generated. Sixty participants were recruited for an eye-tracking experiment, recording key metrics such as fixation duration and fixation count. Results indicate: (1) Dynamic posters significantly outperformed static posters for both total fixation duration and total fixation count. When observing the total fixation duration, F = 245.896, p < 0.001, confirming the distinct advantage of dynamic design for capturing attention. (2) Colour posters generally attracted and sustained visual attention more effectively than did B&W posters. When observing the total fixation duration, F = 5.067, p = 0.028 < 0.05. (3) The impact of dynamic effects on attention is more pronounced than that of colour. For both static and dynamic posters, colour and B&W designs show no significant difference in their effect on attention, p = 0.330 > 0.05, η² = 0.018. This provides a context-dependent prioritisation framework for commercial poster design decisions grounded in visual cognitive science. Full article

Background/Objectives: Excessive social media usage in the current times and high rates of food advertising can impact the health status of individuals by increasing food cues related to perceived hunger and, thus, dietary behaviour. This study examined the association between social media usage patterns, food-related advertising, and dietary choices among Gen Z individuals. Methods: A cross-sectional study was carried out amongst 314 young adults between the ages of 18 and 25 in Surat city, Gujarat. Data was collected for social media usage, the most used platforms, preferred content, and eating patterns. Anthropometric measurements (height and weight) were also recorded. Perceived hunger responses to 12 social media-based food images were assessed using a ten-point Visual Analogue Scale (VAS). Statistical analyses were performed using SPSS (version 26.0), with the significance level set at p < 0.05. Results: YouTube and Instagram were the most used social media apps. There were no significant differences observed between the BMI of participants using social media for 2 h a day and those using it 3+ hours a day. However, a significant association between the BMI of those who viewed advertisements for ready-to-eat foods (p = 0.004) and the BMI of those who viewed advertisements for food delivery platforms (p = 0.001) was seen. A significant difference between usage of Pinterest (p = 0.02), Instagram (p = 0.047), and BMI was also found. Conclusions: Social media marketing and food content are shaping the dietary choices of young adults, and more studies need to be conducted in Pan India to understand the reasons. Such evidence will be crucial for guiding nutrition policies, digital marketing regulations, and youth-focused awareness programmes. Full article

Strong communication is central to the translation of breast cancer screening availability into uptake. This experiment tests the role of design features of screening advertisements in directing visual attention in screening-eligible women (≥40 years). To this end, a within-subjects eye-tracking experiment (N = 30) was conducted in which women viewed six static public service advertisements. Predefined Areas of Interest (AOIs), Text, Image/Visual, Symbol, Logo, Website/CTA, and Source/Authority—were annotated, and three standard measures were calculated: Time to First Fixation (TTFF), Fixation Count (FC), and Fixation Duration (FD). Analyses combined descriptive summaries with subgroup analyses using nonparametric methods and generalized linear mixed models (GLMMs) employing participant-level random intercepts. Within each category of stimuli, detected differences were small in magnitude yet trended towards few revisits in each category for the FC mode; TTFF and FD showed no significant differences across categories. Viewing data from the perspective of Areas of Interest (AOIs) highlighted pronounced individual differences. Narratives/efficacy text and dense icon/text callouts prolonged processing times, although institutional logos and abstract/anatomical symbols generally received brief treatment except when coupled with action-oriented communication triggers. TTFF timing also tended toward individual areas of interest aligned with the Scan-Then-Read strategy, in which smaller labels/sources/CTAs are exploited first in comparison with larger headlines/statistical text. Practically, screening messages should co-locate access and credibility information in early-attention areas and employ brief, fluent efficacy text to hold gaze. The study adds PSA-specific eye-tracking evidence for breast cancer screening and provides immediately testable design recommendations for programs in Greece and the EU. Full article

Mobile games have become one of the fastest-growing segments of the digital economy, and in-app advertisements represent a major source of revenue while shaping consumer attention and memory processes. This study examined the relationship between visual attention and brand recall of in-app advertisements in a mobile sports game using mobile eye-tracking technology. A total of 79 participants (47 male, 32 female; Mage = 25.8) actively played a mobile sports game for ten minutes while their eye movements were recorded with Tobii Pro Glasses 2. Areas of interest (AOIs) were defined for embedded advertisements, and fixation-related measures were analyzed. Brand recall was assessed through unaided, verbal-aided, and visual-aided measures, followed by demographic comparisons based on gender, mobile sports game experience and interest in tennis. Results from Generalized Linear Mixed Models (GLMMs) revealed that brand placement was the strongest predictor of recall (p < 0.001), overriding raw fixation duration. Specifically, brands integrated into task-relevant zones (e.g., the central net area) achieved significantly higher recall odds compared to peripheral ads, regardless of marginal variations in dwell time. While eye movement metrics varied by gender and interest, the multivariate model confirmed that in active gameplay, task-integration drives memory encoding more effectively than passive visual salience. These findings suggest that active gameplay imposes unique cognitive demands, altering how attention and memory interact. The study contributes both theoretically by extending advertising research into ecologically valid gaming contexts and practically by informing strategies for optimizing mobile in-app advertising. Full article

Social media has become a dominant channel for food marketing, particularly targeting youth through visually engaging and socially embedded content. This study investigates how young adults visually engage with food advertisements on social media and how specific visual and contextual features influence purchase intention. Using eye-tracking technology and survey analysis, data were collected from 35 participants aged 18 to 25. Participants viewed simulated Instagram posts incorporating elements such as food imagery, branding, influencer presence, and social cues. Visual attention was recorded using Tobii Pro Spectrum, and behavioral responses were assessed via post-surveys. A 2 × 2 design varying influencer presence and food type showed that both features significantly increased visual attention. Marketing cues and branding also attracted substantial visual attention. Linear regression revealed that core/non-core content and influencer features were among the strongest predictors of consumer response. The findings underscore the persuasive power of human and social features in digital food advertising. These insights have implications for commercial marketing practices and for understanding how visual and social elements influence youth engagement with food content on digital platforms. Full article