PT - JOURNAL ARTICLE AU - Safaa Adil AU - Sophie Lacoste-Badie AU - Olivier Droulers TI - Face Presence and Gaze Direction In Print Advertisements AID - 10.2501/JAR-2018-004 DP - 2018 Feb 19 TA - Journal of Advertising Research PG - JAR-2018-004 4099 - http://www.journalofadvertisingresearch.com/content/early/2018/03/28/JAR-2018-004.short 4100 - http://www.journalofadvertisingresearch.com/content/early/2018/03/28/JAR-2018-004.full AB - For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential. The eye-tracking study reported herein examines the impact of face presence and model gaze direction in print advertisements. The findings show that face presence and gaze directed toward the product—versus no face and gaze toward the viewer—have a strong influence on attention to and memorization of advertisements, on advertisement and brand evaluation, and on purchase intention. This research provides meaningful and actionable recommendations for managers.