, p. 182). The implication of this finding to marketing communication is that "visual angle and distance findings should be taken into consideration in the design of visual images, text, and commercial logos in terms of the demands they place on the viewer for resolution of visual detail- (Ibid.). .
Anderson (Ibid.) argued that eye movements are not as important where perceptual processing of visual images is concerned. He observed that eye fixation also tends to cluster in the middle of the screen (Ibid.). Hence, it is contended that "the best measure of visual attention to television is visual orientation toward the screen as a whole- (Anderson & Lorch cited in Anderson, 1985, p. 182). This is in part because studies of eye movements and visual fixations examine television viewing are possible only under highly constrained laboratory conditions (Anderson & Lorch, 1983, p. 2). Anderson (1985, p.182) hence used visual attention as equivalent to visual orientation.
3. Visual Attention and Time in the Viewing Room.
Anderson (1985, p. 183) found that amount of attention that viewers pay to whole television programs varies considerably from program to program and as a function of the time of the day and day of the week. In addition, he also observed that viewers may exit the viewing room during the programs, especially during commercials (Ibid.). Anderson (Ibid., p. 182) further reported that "no one was in the viewing room 13% of the time the TV was on-. .
He also gathered that "television viewing rapidly increases through the preschool years- and "visual attention remains at a relatively high level until adulthood when it drops significantly- (Ibid., p. 185). Anderson (Ibid.) reasoned that "preschool years television becomes increasingly understandable and therefore worthy of attention-. Indeed, the only individual difference in children that is known to be reliably related to visual attention to television is age (Anderson, Alwitt, Lorch & Levin, 1979, p.
