Özet:

The perception of the materials created in the communication world by the target audience is critical for the target audience to be consciously and willingly engaged in these materials. At this point, concepts such as attention, focus, being busy, realizing, remembering, incorporating into the processes of information processing are among the leading work topics for communication research. In order for these elements to be triggered in the target masses, it is necessary that communication materials first and foremost be placed within the visual perception area of the target audience. The recipients who are exposed to various communications materials within the visual field are transmitting visual perception data to the brain’s nerves, creating the ground for the creation of various cognitive processes. This process can be determined, and if it can be studied in detail, the most objective and reliable method of monitoring comes. Thanks to this method, which has recently become a popular research method in a wide range of fields, from psychology to marketing, from advertising to public relations, participants can access important research data such as eye movements, areas where they focus on communication materials, attention levels, memory levels. The methods used in parallel with the new approaches seen in public relations and advertising are also diverse, and the method of monitoring has also taken place among these methods. This study aims to provide a general view of the observation method that has begun to gain new importance in the indigenous literature. Measurement metrics that provide data to the research results, how the method is defined in various sources, how the method is used in the eye monitoring method, how the eye monitoring data is visualized, the fixation-identification algorithms in the eye monitoring method, the eye monitoring and attention relationship, the eye monitoring devices and types, the factors affecting the eye movements, what is a typical eye monitoring procedure. Furthermore, the data loss, data quality and validity facts in the field of advertising and public relations of the method are also extremely important to the sample studies carried out in the field of advertising and public relations and the data loss, data quality and validity facts in the monitoring method. The study is expected to be a basic source of information for researchers interested in the observation method.

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