Eye-Tracking Technologies in the Analysis of Environmental Advertising and Journalistic Texts Perception by Youth

The research deals with the eye-tracking technologies used to carry out a comparative analysis of media effects created by environmental advertising and journalistic materials and their effect on young people. The study was aimed at determining the areas of interest of respondents in environmental advertising and journalistic texts using eye-tracking technology and quantitative data. The results of studying media effects are based on a cognitive approach. The respondents are young people aged 18 to 22. The results of the study revealed patterns of attention of the youth audience to the verbal and non-verbal components of environmental polycode texts.