Conceptual Framework. Advertising is a key marketing tool and is costly to the company, so creating ads as effectively as possible to attract potential customers is essential for business success (Simmonds et al., 2020). Many industries, including the fashion industry, use magazine ads to deliver brand images to consumers, increase brand reputation, and encourage consumers to buy their brand products. An understanding of consumers' visual attention to advertising is vital because there is a robust relationship between consumers' visual attention and memory (Pieters et al., 2007). Most marketing communication devices work through the sense of sight. Advertisement content including brand logos, colors, packaging, letters and fonts all attract visual attention to create consumer awareness of a brand (Simmonds et al., 2020).Human beings tend to minimize their neural resources by using eye, head, and body movement to shift their visual attention and gaze behavior toward more informative image spatial locations (Mahdi et al., 2017). In computer vision, a saliency map is a 2D topological map that indicates visual attention priorities using a numerical scale. A higher visual attention priority indicates the object of interest is irregular or rare in its surroundings. Recently, a diversity of saliency models has become a popular technical term for human vision attention study in fields such as communication and electronic engineering (e.g., Garnett et al., 2014;Mahdi et al., 2019;Tsiami et al., 2019). However, there is little research that applies saliency modeling to the fashion area. Thus, it is meaningful to investigate whether saliency modeling can be applied to the fashion area.Purposes of the study. This multidisciplinary study were 1) to explore where consumers look at fashion advertisements using saliency based models, and 2) to investigate which saliency model(s) are the most effective tools in predicting consumers' visual attention when viewing fashion advertisements.Method. Seventy college students were recruited to participate in the study at a mid-western university in US. Participants were from different majors such as fashion and electronic engineering. One hundred fashion images were selected from fashion magazines (e.g., Vogue) and divided into four image groups (25 images in each group). Each participant was seated about 1 meter away from the screen, viewed 25 fashion images with 5 seconds per image, and selected locations on each image that most attracted their attention by clicking a mouse on the screen. The mouse clicking points were saved as human attention data on the 100 fashion images. The experimental setup is shown in Figure 1. Moreover, six saliency models (Ground-truth, AW5,