Design, advertising and neuroscience: an interdisciplinary reflection in times of media convergence

• Autor(a) principal: Rógora Kawano, Diogo
• Data de Publicação: 2015
• Outros Autores: Jussara Carvalho Furtado, Eva, Leonardo Batista, Leandro
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista GEMInIS
• Texto Completo: https://www.revistageminis.ufscar.br/index.php/geminis/article/view/219
• topic: design; publicidade; convergência midiática; eye tracking; neurociência

This article aims to conduct an interdisciplinary reflection relating to the spheres of design, advertising and neuroscience in order to present and discuss how the scientific studies involving the eye tracking methodology can help in the understanding of the attentional processes related to the experience of the users with the media. To do so, a review of the bibliography was carried out containing some of the main empirical studies in the three scopes described above. As a main result, it is noted that the approximation of these areas brings a profitable discussion to the sphere of media convergence, although few researched have been done in Brazil, evidencing a need for further studies in this direction.