This heatmap (via Business Insider) tracks what viewers of this German billboard focus on. As you can see, more intense attention is focused on the words “I’m chello, I belong to the fast guys” rather than the man’s face.
This is likely due to the nature of the medium: An image of a man’s face tells nothing about the message of an ad travellers need to consume quickly before they pass it by, so they focus on the tag line more than the subject.
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