An Eye-Tracking Study: Visual Attention to Fashion Advertisements, Drive for Thinness, and Body Image
Abstract
This study examined visual attention to fashion advertising images using eye-tracking software and its relationship with body image and self-concept among female college students. Fifty participants, averaging 21 years old and from diverse backgrounds, viewed seven ads featuring models exemplifying the "thin ideal." The RealEye eye-tracking program recorded gaze duration, eye fixations, and time to first fixation across three Areas of Interest (AOIs): Model, Product, and Brand Logo. The Model AOI captured the most attention, with the shortest Time to First Fixation (1.22 seconds), the longest Fixation Duration (4.22 seconds), and the highest Visit Count (11.23). Products and brand logos received significantly less focus. Survey results revealed that comparing oneself to models correlated with a stronger drive for thinness, higher social comparison, and increased appearance orientation. This drive was also linked to greater weight preoccupation and lower self-esteem, body satisfaction, and appearance evaluation.
Keywords: Eye-tracking study, Visual attention, Drive for thinness, Body image
How to Cite:
Karl, H. & Lee, S., (2025) “An Eye-Tracking Study: Visual Attention to Fashion Advertisements, Drive for Thinness, and Body Image”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.17355
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