CAJ | 학술논문

本研究探究了场独立者和场依存者在观察平面体育广告时产生的不同特点，即注视点、眼跳最大幅度、兴趣区扫描特点三个方面进行研究。结果表明，认知方式影响注视点的数目。但在眼跳最大幅度上，场独立被试和场依存被试没有显著差异。认知方式影响平面广告兴趣区内的注视时间。场独立型被试对兴趣区的注视时间明显低于场依存被试。
본연구탐구료장독립자화장의존자재관찰평면체육엄고시산생적불동특점，즉주시점、안도최대폭도、흥취구소묘특점삼개방면진행연구。결과표명，인지방식영향주시점적수목。단재안도최대폭도상，장독립피시화장의존피시몰유현저차이。인지방식영향평면엄고흥취구내적주시시간。장독립형피시대흥취구적주시시간명현저우장의존피시。
This research explores the difference between field-independent individuals and field-dependent individuals on the fixation counts, maximal saccade amplitude, the percentage of fixation time on interesting area dwell time when sports advertising is watched. The result shows that fixation counts of different cognitive styles of people had significant difference, while the fireld-independent group and the field-dependent group showed no significant difference in maximal saccade amplitude. In addition, significant difference can be found in the percentage of fixation time on the interesting areas of advertising of dwelling time between the field-independent group and the field-dependent group.