Conspicuity in realistic scenes: an eye-movement measure

An experiment is described to measure the distracting effects of advertisements on the conspicuity of routing signs in realistic scenes. Slides of railway station scenes were shown in which subjects had to search for a target word used in a routing sign present in the scene. Eye movements were recorded to determine search time and number of fixations during search time. Both search time and number of fixations increased systematically with the number of advertisements in two of the three experimental scenes. The distribution of fixations over the scenes is discussed.