Pun processing in advertising posters: evidence from eye tracking
This study examines the process of reading polycode advertising posters, focusing in particular on the effect of a pun in the headline. The pun, or a sequence of lexical items that can be perceived as ambiguous, is contained in the headline and different meanings of this sequence are supported by t...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Bern Open Publishing
2023-12-01
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| Series: | Journal of Eye Movement Research |
| Subjects: | |
| Online Access: | https://bop.unibe.ch/JEMR/article/view/10457 |