The Analysis of PPL Attention Effects in the Screen of Multimedia Contents

This research attempts to analyze the attention effects of PPL, which is being acclaimed as the new beneficiary model in multimedia, appearing on the screen of multimedia contents. For the purpose of analysis, the screen of multimedia contents was divided into 9 squares and in each of the square area a number image or a brand image was placed. 105 subjects participated in the questionnaire and their responses were analyzed to find out how the exposure types and locations of images on the screen affect attention effects. As the results of the analysis showed, the subjects reported paying the highest attention to the square 5, the center area of the screen, regardless of contents of the message. The respondents preferred moving image to stationary image and were more attentive on a certain area on which extra emphasis was put. The research results may help finding out the optimal place for the message on the screen and also the best exposure type.