No abstract

In this paper, we examined advertising effect of two different types of additional information (i.e., pictogram and text) in panoramic view service on the online map. Several brands were selected from real images used in a panoramic map view service and either pictograms or text boxes were attached to next to signboard of the brands as a way of advertisement for experimental conditions. In the experiment, participants were exposed to the sequences of images with the advertisements and their memory levels and eye movements were measured. The results showed that participants in the pictogram condition recognized more local brands and had more eye fixations on the signboards than participants in the text condition did. On the other hand, the participants in the text condition engaged in the advertisement itself for longer moment but fixated their eye focus on the signboards less frequently than participants in pictogram condition did. These results indicate that pictogram would be appropriate for the form of advertisement in a panoramic view service, where condensed information is provided.