Lady Gaga: Born This Way advertisment by Interscope Records
image from http://www.nycitsalwaysanadventure.wordpress.com/
The cognitive goal of this advertisement is to grab viewer's attention with the image of Lady Gaga's extremely large, pale face which has covered the entrance side of a subway building. In being so massive, bold, and out of the ordinary, viewers' eyes are bound to be drawn to the ad. The ad is designed to send a message. Hence the neurons in their eyes will send visual information to their brains as they scan the ad. The viewer immediately makes short fixations to get an overview of the ad, starting from eye level and up to the top of the ad. The viewer then scans from left to right, reading the musician's name, the name of the record, and the album's release date; these are the goal-directed eye movements the viewer makes to try and understand the design's message, which is to promote Lady Gaga's upcoming album. The words on the ad are very small compared to Lady Gaga's photograph. Hence the viewer soon makes longer fixations and makes scan paths below the ad's title and on the photograph. Their eyes will be strongly bias over Lady Gaga's enormous face.
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