Sponsor (Oct-Dec 1964)

Record Details:

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also able to interrelate pupil measurements with verbal data. But what is most interesting is the final form in which these measurements can be offered to creative and media people for examination of a multitude of things. Since the "interest track" is formed of the second-by-second measurements of the pupil of the eye, the tracing or graph that it creates can be — in the final form — superimposed over the commercial so that diagnoses can be made, insights exacted, and evaluations of the commerciaFs effectiveness be formed. (See photos and charts of the specific applications.) "For example," says Dr. Krugman, "one may consider placing the sell closer to an interest high point, compare the effectiveness of different lead-ins — the first ten seconds — or select the strongest elements in a 60 second commercial for reduction to a 30 second commercial or shorter." Currently, the "interest track" is being used "descriptively." That is: (1) to demonstrate where interest drops-off during a commercial; (2) to compare creative execution between two or more commercials; (3) to compare two or more commercials as totalities. Since getting and holding the attention of the viewer is, presumably, the first objective of a commercial, each low in the interest level, or sharp drop, "must therefore be taken as indicating high probability that the viewer, the channel and/ or the tv set will be 'turned off.' " In the charts with this story, "interest tracks" are shown that represent progressively more advanced applications in the evaluation of tv commercials. Unlike the photos from the beer commercial on which the "interest track" is an animated superimposition on the commercial itself, the other cases are represented by a simple graph. The "eye camera" was developed by a consultant to Marplan's Perception Laboratory, Dr. Eckhard Hess, chairman of the department of psychology at the University of Chicago, who discovered in early experiments that eye-pupil diameters vary in response to visual stimuli according to the interest value found in the material shown to the viewer. Much has been done, since those first studies, regarding the evaluation of advertising material. In two of the earlier studies, comparisons were made between sales figures and the repose of the pupils of the viewers in the study as well as their verbal reactions. In many cases, what the subject said he liked and the response of his pupil differed. But in both studies — pupil response bore as close or closer a relationship to sales. It should not be difficult to understand the relationship between the potential value of the use of the eye camera in commercials for television and the researcher's regard of pupil response as a kind of international language where the difference in language may get in the way of interpreting reactions or reporting those reactions with accuracy. There are portable eye cameras now in use in New York, Chicago, Los Angeles, Toronto, Mexico City, Sydney, London, San Paulo, Frankfurt, Johannesburg, and Tokyo. ♦ Original eye camera equipment was considerably larger than current model, which is portable. Shown here, viewer looks through equipment (left) at screen onto which projector throws image, while researcher — with back to reader— operates the equipment. View from behind the subject while female viewer is being recorded by Marplan's eye camera studies. 28 SPONSOR i