How Does Generation Y Perceive Trade Fair Posters from Different Time Periods: An Eye-Tracking Experiment

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F18%3A43914991" target="_blank" >RIV/62156489:43110/18:43914991 - isvavai.cz</a>
Result on the web
<a href="http://pefnet.mendelu.cz/wcd/w-rek-pefnet/pefnet2018_abstracts_web.pdf" target="_blank" >http://pefnet.mendelu.cz/wcd/w-rek-pefnet/pefnet2018_abstracts_web.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
How Does Generation Y Perceive Trade Fair Posters from Different Time Periods: An Eye-Tracking Experiment
Original language description
This paper describes a study of visual communication, especially posters in a B2C relationship. Posters have long been used as a tool to promote fairs and exhibitions. The key elements to study were 17 posters from the different time period that used to promote to trade fairs to BVV Trade Fairs Brno. Eyetracking technology (n = 20) along with in-depth interviews (n = 20) were used to determine how trade fair posters affect people from generation Y. The aim of this study was to identify elements in posters which are attractive to people from generation Y.
Czech name
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Czech description
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Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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