TY - JOUR T1 - Face Presence and Gaze Direction In Print Advertisements JF - Journal of Advertising Research JO - J Advert Res SP - 443 LP - 455 DO - 10.2501/JAR-2018-004 VL - 58 IS - 4 AU - Safaa Adil AU - Sophie Lacoste-Badie AU - Olivier Droulers Y1 - 2018/12/01 UR - http://www.journalofadvertisingresearch.com/content/58/4/443.abstract N2 - 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. ER -