新媒体时代，视频广告已成为吸引用户关注的最佳品牌传播途径。如何对广告效果进行快速有效的评量，从而设计出更好的视频广告，是新媒体时代品牌传播的关键。文章从消费者的眼动行为分析出发，探讨了产品、品牌和代言人等关键广告元素与视频广告效果之间的关系。通过结合被试的标准眼动度量变量与问卷数据,回归分析结果揭示了：视频广告中产品元素的目标导向效应、代言人元素的吸引力效应以及品牌元素的过度曝光效应。研究结果有助于丰富广告营销理论和改进营销成功模式，展示了眼动追踪研究在市场营销应用中的潜力。

In the age of new media, video advertising has become the best brand communication channel to attract users' attention. How to quickly and effectively evaluate the effectiveness of advertising to design better video ads is the key to brand communication in the new media era. Based on the analysis of consumers' eye movement behavior, this study explores the relationship between video advertising effects and the key advertising elements, such as products, brands and spokespersons. By combining the standard eye movement metric variables and questionnaire data, the results of logistic regression analysis reveal: the goal-oriented effect of product elements in video advertising; the attractive effect of spokesperson elements; and the transitional exposure effect of brand elements. The findings would help to enrich advertising marketing theory and improve marketing success models, and demonstrate the potential of eye tracking research in marketing practice.