Design of a visual attention model for communication campaigns: The case of COVID-19
2020; Ediciones Profesionales de la Informacion SL; Volume: 29; Issue: 6 Linguagem: Inglês
ISSN
1699-2407
AutoresJ. Jesús Silva-Torres, Luz Martínez Martínez, U. Cuesta-Cambra,
Tópico(s)Advertising and Communication Studies
ResumoHealth is one of the main concerns of society Empirical evidence underscores the growing importance of prevention and health education as a fundamental instrument to improve the quality of public health Recent health crises, such as Ebola, influenza A, SARS, and Covid-19, have highlighted the importance of communication When designing communication campaigns during a crisis, the speed of the creation of messages and their effectiveness have relevant social consequences The objective of this work is to design and develop a mathematical tool, based on Machine Learning techniques, to enable predictions of areas of visual attention quickly and accurately without the use of eye-tracking technology The methodology combines deep learning algorithms, to extract the characteristics of the images, and supervised modeling mathematical techniques, to predict the areas of attention Validation is carried out by analyzing various institutional communications from the Covid-19 campaign, comparing the results with the areas of attention obtained using an eye-tracking solution with proven accuracy The results obtained using the tool in the investigated Covid-19 communication pieces are analyzed, resulting in conclusions of interest for the development of new campaigns © 2020, El Profesional de la Informacion All rights reserved
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