| Chapter 1: | Introduction |
In fact, early studies in computer interface design pointed out the nature of attention-getting techniques as a double-edged sword. For instance, some studies found that when animation is used as part of the system design, its vividness is useful for attracting attention (Cropper & Evans, 1968; Smith & Goodwin, 1971). On the other hand, other studies also reported the potential harmful effects of the use of animation. They observed that many computer users considered animated signals to be distracting, obtrusive, and fatiguing despite their usefulness (McCormick, 1970; Stewart, 1976).
Thus, both average users and researcher groups have agreed that the overuse of attention-getting techniques will result in undesirable outcomes. However, scientific endeavors to answer the question, “Then what is an optimum condition that can maximize positive effects and minimize negative effects?” has been lacking in research on banner advertising. This study attempts to fill the gap by investigating whether two representative attention-getting techniques—the use of animation and emotional pictures—can improve the effectiveness of banner advertising. To do this, this study will examine how banner ads affect the moment-to-moment processing of computer users.
Animating banner ads is a common technique used to make banner ads distinctive (Bucy, Lang, Potter, & Grabe, 1999). With the widespread adoption of programming languages (e.g., Java, Javascripts, VRML, etc.) and of commercial software (e.g., GIF animator, Macromedia Flash, etc.), it has become much easier to use animation in the production of banner ads. The first goal of this study is to examine whether banner ads containing animated elements will elicit orienting responses (ORs) and physiological arousal. Second, it examines whether banner ads containing animated elements will be better encoded and stored than banner ads without them.