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Eye Spy Application: TVC
TV Commercial Example:
In this Johnson & Johnson TVC for Calcium Supplements, in a critical frame super element is to communicate "effective bone density increase," the audience fails to take in the super element message, and focuses more on the talent and her spine visuals.
It emerged that the super was redundant in communicating an important message!
Problem: "Visual Monopolization" and "Visual Cannibalization"
Eye Spy Measure Elements include, for instance:
• Visual Sequence
• Fixation Count
• Gaze Concentration / Hot Spots
• % of Viewers
• Attention in ms
• Density and Transitions
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