ADVERTORIALS En undersøgelse af modtagervildledning i advertorials ved hjælp af eye-tracking ADVERTORIALS - En undersøgelse af modtagervildledning i advertorials ved hjælp af eye-tracking Specialeafhandling Roskilde Universitet Inistitut for Kommunikation og Humanistisk Videnskab Forfattere: Sidsel Kristine Gaard, Cæcilie Wittrup Stæger Katrine Nymand Nilsson Studienumre: 49308, 53157, 49628 Vejleder: Søren Stig Lommer Dato: 28-06-2017 Anslag: 215.863 (eksl. billeder og figurer) TAK Vi vil gerne takke følgende for vejledning og rådgivning i forbindelse med denne kandidatafhandling Søren Stig Lommer Jesper Clement Louise Hansen Seidi Suurmets Katarina Wittrup Nielsen Og alle vores respondenter for at have deltaget i vores forsøg. FORFATTER- ERKLÆRING Fælles 27,2 sider Afsnit: 1.0, 4.0, 5.0, 11.0, 12.0 Sidsel Kristine Gaard 21,06 sider Afsnit: 2.2, 3.3, 7.3, 7.3.1.1, 7.3.1.2, 7.3.1, 7.3.2.2, 7.4, 7.4.1, 8.4, 8.6, 8.7, 8.7.2, 8.1.1, 8.9.3, 9.1, 9.2, 9.2.2, 9.2.3, 9.2.5, 9.4, 9.4.1, 9.4.2, 9.5, 13.1.3 Cæcilie Wittrup Stæger 20,58 sider Afsnit: 2.2.1,2.3, 3.1, 3.2, 3.4, 6.3, 7.1, 7.2, 7.3.3, 7.3.3.1, 7.3.3.2, 7.4.2, 8.3, 8.8, 8.7.3, 8.9.1.2, 8.9.2, 9.2.1,9.3, 9.3.1, 9.4.4,10.1, 13.1.2 Katrine Nymand Nilsson 21,1 sider Afsnit: 2.1, 3.3.1, 6.1, 6.2, 7.3.2, 7.3.2.1, 7.3.3.3, 7.5, 8.1, 8.2, 8.5, 8.9, 8.9.1, 8.7.1, 8.9.1.1, 8.10, 9.2.4, 9.3.2, 9.3.3, 9.3.4, 9.4.3,13.1, 13.1.1 ” An advertorial is simply an ad that is designed to deliver the experience of reading an article. ” Prounis, 2004: 152 ABSTRACT This thesis examines how online advertorials can mislead consumers and is based on an eye-tracking experiment as well as Manoj Hastak & Michael Mazis’ theory about misleading by implication combined with Michel Wedel & Rik Pieters’ theory about visual attention. The objective of this thesis is to help The Consumer’s Ombudsman (Forbrugerombudsmanden) to pass judgement on whether or not an advertorial is misleading by providing insight into consumers visual attention and the term misleading. The issue concerning advertorials was investigated by the use of mixed methods, which relies on two different research methods for the collection of our data. The first was an eye-tracking experiment which took place in a laboratory setting with 20 people. This method made it possible for us to collect data about the consumer’s eye- movements when looking at an advertorial. The investigation of the eye-movements made it possible for us to explore consumer’s visual attention towards online advertorials and how their attention is drawn towards different elements in an advertorial. The second method was interviews with the consumers concerning advertorials from the eye- tracking experiment from which we gained a deeper understanding of their visual attention. In the analysis, the data from the eye-tracking experiment and interviews was examined and the theories were operationalized in the discussion of which elements were contributing to the misleading of consumers and the reasons why. The thesis concludes that the mandatory clear label is not sufficient in the identification of advertorials and that a lack of certain elements are contributing in misleading the consumers. However some visual elements will make it a lot easier for consumers to identify advertorials among articles online. INDHOLD 1.1 Indledning 10 1.2 Problemformulering 17 1.2.1 Undersøgelsesspørgsmål 17 1.3 Projektdesign 18 1.4 Afgrænsning 21 1.5 Kildekritik 22 1.6 Begrebsafklaring 24 2.1 Videnskabsteori 26 2.2 Socialkonstruktivisme 28 2.2.1 Forforståelser 30 2.3 Afrunding 31 3.1 Ny strategi tilmarkedsføring 32 3.2 Native advertising 33 3.3 Advertorials 34 3.3.1 Etiske og juridiske gråzoner 36 3.4 Afrunding 38 4.1 Teori 39 4.2 Vildledning 40 4.2.1 Vildledning af udeladelse af fakta 42 4.2.2 Semantisk vildledning 43 4.2.3 Inter-egenskabsvildledning 44 4.2.4 Afsendervildledning 44 4.2.5 Afrunding 46 4.3 Visuel opmærksomhed 46 4.3.1 Målrettet opmærksomhed 50 4.3.2 Stimuli drevet opmærksomhed 52 4.3.3 Afrunding 53 4.4 Sammenkobling af teorier 54 5.1 Hypotesedannelse 55 5.2 Hypoteser 57 5.3 Afrunding 59 6.1 Videnskabelig metode 60 6.2 Deduktiv 61 6.3 Mixed Methods 62 7.1 Analysedesign 63 7.2 Validitetskrav 65 7.3 Det kvantitative analysedesign 66 7.3.1 Neuromarketing 66 7.3.1.1 Nervesystemets signaler 67 7.3.1.2 Et historisk tilbageblik 68 7.3.2 Eye-tracking 69 7.3.2.1 Øjenbevægelser og fiksering 69 7.3.2.2 Eye-tracking udstyr 70 7.3.3 Eyetracking forsøg 72 7.3.3.1 Respondenter 73 7.3.3.2 Situationen 74 7.3.3.3 Stimuli 76 7.4 Det kvalitative analysedesign 79 7.4.1 Opfølgende interviews 79 7.4.2 Interview hos Forbrugerombudsmanden 82 7.5 Kritiske refleksioner om neuromarketing 83 8.1 Databehandling 86 8.2 Beskrivelse af eye-tracking data 87 8.3 Rensning af data 91 8.4 Stikprøveundersøgelse 93 8.5 Fejlkilder 94 8.6 Statistisk signifikans 95 8.7 Normalfordeling 96 8.8 Log-Transformering af data 100 8.9 Dataanalyse 100 8.9.1 Ikke-parametrisk test - Mann Withney 100 8.9.2 Parametrisk test - ANOVA 103 8.9.3 Logo 105 8.10 Diskussion af resultater og validitet 105 8.11 Delkonklusion 107 9.1 Diskuterende analyse 109 9.2 Advertorials 110 9.3 Visuelle elementer 121 9.4 Andre visuelle elementer 131 9.5 Afrunding 141 10.1 Kritiske refleksioner 142 11.1 Konklusion 144 12.1 Anbefaling 149 12.1.1 Labels og kontraster 150 12.1.2 Logoer og bannerannoncer 151 13.1 Perspektivering 153 13.1.1 En dybere undersøgelse af problematikken 154 13.1.2 Lovgivning, gråzoner og retfærdiggørelse 156 13.1.3 Virksomhedernes pespektiv 157 14.1 Referenceliste 160 15.1 Bilag 169 INDLEDNING
Description: