Samenvatting

For the company Sanoma in the Netherlands a research thesis was conducted. This research is about the stopping power in print advertisements and offers insights in attention within advertisement.
The research was conducted by the writer of this thesis in collaboration with a bureau called Unravel. The purpose of this thesis is to offer Sanoma valuable insights in the characteristics of a good print advertisement by which they can improve the current quality of their advertisements. To do this,
eye-tracking research is used alongside a questionnaire and interviews with leading experts. The leading question of this research is therefore: “What determines the stopping power within print advertisements with the readers of a magazine.”