Analiza stopnje zaznavanja obcestnih oglasnih panojev v različnih prometnih okoljih

Varošanec, Pia (avtor), Toroš, Ivan (mentor)

V magistrskem delu je bila obravnavana stopnja zaznavanja obcestnih oglasnih panojev v manj kompleksnem in kompleksnejšem prometnem okolju. Namen raziskave je bil ugotoviti, kako prometna kompleksnost vpliva na vizualno pozornost voznikov do panojev ter kako se objektivno izmerjena pozornost povezuje s subjektivnim spominom oziroma zaznano opaznostjo panojev. Raziskava je bila opravljena v realnem prometnem okolju ob uporabi sistema za sledenje očesnim premikom Pupil Labs Neon. V glavni vzorec so bili vključeni vozniki, dopolnilno pa tudi sovozniki. Raziskovalna vožnja je bila razdeljena na manj kompleksni in kompleksnejši prometni odsek. Pri obdelavi podatkov so bili analizirani število pogledov na panoje, delež pogledov glede na potencialno izpostavljene panoje, skupni čas fiksacij in delež časa vožnje, namenjen pogledom na panoje. Po vožnji so bili z vprašalnikom zbrani tudi subjektivni podatki o zahtevnosti vožnje, opaznosti panojev in spominu na njihovo vsebino. Za preverjanje povezave med objektivnimi in subjektivnimi podatki je bila uporabljena Spearmanova korelacija. Rezultati so pokazali, da vozniki v manj kompleksnem prometnem okolju niso opazili večjega deleža panojev kot v kompleksnejšem okolju. Delež pogledov glede na potencialno izpostavljene panoje je bil v obeh odsekih skoraj enak, medtem ko so bili časovni kazalniki višji v kompleksnejšem odseku. Sovozniki so panojem namenili več vizualne pozornosti kot vozniki, vendar tudi pri njih večja vizualna izpostavljenost ni vedno pomenila boljšega priklica vsebine. Rezultati so pokazali razliko med samim pogledom na pano in kasnejšim pomnjenjem njegove vsebine. Prve tri hipoteze niso bile potrjene, četrta pa je bila potrjena delno. Ugotovljeno je bilo, da zaznavanja obcestnih panojev ni mogoče pojasniti samo s prometno kompleksnostjo, temveč kot preplet prometnega okolja, vizualne zasičenosti, značilnosti panojev, prometnega toka, trajanja izpostavljenosti in individualnih razlik med udeleženci. S tem je bilo dodatno potrjeno, da fizična prisotnost panoja ob cesti še ne pomeni nujno njegove zaznave ali zapomnitve. Raziskava je zato opozorila na pomen dejanske vizualne izpostavljenosti pri vrednotenju obcestnega oglaševanja v realnem prometnem prostoru.

• Jezik: Slovenski jezik
• Ključne besede: Obcestni oglasni panoji, sledenje očesnim premikom, vizualna pozornost, prometna kompleksnost, vizualna zasičenost, pomnjenje oglasnega sporočila.
• Vrsta gradiva: Magistrsko delo/naloga
• Organizacija: NTF - Naravoslovnotehniška fakulteta
• Leto izida: 2026
• PID: 20.500.12556/RUL-186717
• Datum objave v RUL: 04.09.2026

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Analysis of perception levels of roadside advertising billboards in different traffic environments

Izvleček

The master’s thesis examined the perception level of roadside advertising billboards in less complex and more complex traffic environments. The aim of the research was to determine how traffic complexity affected drivers’ visual attention to billboards and how objectively measured attention was related to subjective memory or perceived billboard visibility. The research was conducted in a real traffic environment using the Pupil Labs Neon eye-tracking system. The main sample included drivers, while passengers were included as a supplementary comparison group. The research drive was divided into a less complex and a more complex traffic section. In the data analysis, the number of glances at billboards, the proportion of glances relative to potentially exposed billboards, the total fixation time and the proportion of driving time devoted to billboards were analysed. After the drive, subjective data on perceived driving difficulty, billboard visibility and memory of billboard content were collected using a questionnaire. Spearman’s correlation was used to examine the relationship between objective and subjective data. The results showed that drivers did not notice a larger proportion of billboards in the less complex traffic environment than in the more complex environment. The proportion of glances relative to potentially exposed billboards was almost the same in both sections, while time-based indicators were higher in the more complex section. Passengers devoted more visual attention to billboards than drivers, although greater visual exposure did not always lead to better content recall. The results also showed a distinction between merely looking at a billboard and later remembering its content. The first three hypotheses were not confirmed, while the fourth was partially confirmed. It was found that the perception of roadside billboards could not be explained solely by traffic complexity, but rather as an interplay of the traffic environment, visual clutter, billboard characteristics, traffic flow, exposure duration and individual differences between participants. This further confirmed that the physical presence of a billboard along the road does not necessarily imply its perception or memorisation. The research therefore highlighted the importance of actual visual exposure in evaluating roadside advertising in real traffic environments.

• Ključne besede: Roadside advertising billboards, eye-tracking, visual attention, traffic complexity, visual clutter, memorisation of advertising message.