Do Advertisements Disrupt Reading? Evidence From Eye Movements

ABSTRACT

Reading online texts is often accompanied by visual distractors such as advertisements. Although previous studies have found that visual distractors are attention‐demanding, little is known about how they impact reading. Drawing on text‐based and word‐based eye‐movement measures, the current study examines how three types of ads (static image, flashing text and video) influence readers' reading comprehension and reading process. Results show that increasingly animated ads were more distracting than static ones at the text level, as evidenced by more and longer fixations, and more regressions. Moreover, the word frequency effect was stronger when reading with ads with flashing text than without ads on gaze duration and total reading time, suggesting that linguistic‐related animated ads interfere with word processing. Although visual distractors reduced their reading speed and word processing efficiency, readers managed to maintain sufficient comprehension by adopting a more mindful reading strategy, indicating how metacognition functions in complex reading situations.