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 |
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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 |
| _version_ | 1797355332299653120 |
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| author | Anastasiia Konovalova Tatiana Petrova |
| author_facet | Anastasiia Konovalova Tatiana Petrova |
| author_sort | Anastasiia Konovalova |
| collection | DOAJ |
| description |
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 the picture and text. The results of the preliminary experiment showed that advertisements with puns are rated as more attractive, original, effective and positive compared to advertisements without puns. We hypothesized that puns in the headlines increase cognitive effort in processing posters, leading to higher evaluations. The main experiment tested this and examined differences in eye movement when reading posters with and without puns. Fifty-five Russian participants viewed advertisements while their eye movements were recorded. Our results showed no fundamental differences in the general pattern of viewing advertisement posters with and without puns. We found that readers start to perceive polycode advertisements from the text and spend more time reading the text than looking at an image. These findings shed light on how attention is distributed between verbal and non-verbal components of polycode texts, and which type of poster is more effective for information retrieval at different processing levels.
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| first_indexed | 2024-03-08T14:09:36Z |
| format | Article |
| id | doaj.art-0866c47381a244d8b944208454a63167 |
| institution | Directory Open Access Journal |
| issn | 1995-8692 |
| language | English |
| last_indexed | 2024-03-08T14:09:36Z |
| publishDate | 2023-12-01 |
| publisher | Bern Open Publishing |
| record_format | Article |
| series | Journal of Eye Movement Research |
| spelling | doaj.art-0866c47381a244d8b944208454a631672024-01-14T18:19:34ZengBern Open PublishingJournal of Eye Movement Research1995-86922023-12-0116310.16910/jemr.16.3.5Pun processing in advertising posters: evidence from eye trackingAnastasiia Konovalova0Tatiana Petrova1St. Petersburg State UniversitySt. Petersburg State University 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 the picture and text. The results of the preliminary experiment showed that advertisements with puns are rated as more attractive, original, effective and positive compared to advertisements without puns. We hypothesized that puns in the headlines increase cognitive effort in processing posters, leading to higher evaluations. The main experiment tested this and examined differences in eye movement when reading posters with and without puns. Fifty-five Russian participants viewed advertisements while their eye movements were recorded. Our results showed no fundamental differences in the general pattern of viewing advertisement posters with and without puns. We found that readers start to perceive polycode advertisements from the text and spend more time reading the text than looking at an image. These findings shed light on how attention is distributed between verbal and non-verbal components of polycode texts, and which type of poster is more effective for information retrieval at different processing levels. https://bop.unibe.ch/JEMR/article/view/10457Eye movementeye trackingattentionintermodal processingpunpolycode text |
| spellingShingle | Anastasiia Konovalova Tatiana Petrova Pun processing in advertising posters: evidence from eye tracking Journal of Eye Movement Research Eye movement eye tracking attention intermodal processing pun polycode text |
| title | Pun processing in advertising posters: evidence from eye tracking |
| title_full | Pun processing in advertising posters: evidence from eye tracking |
| title_fullStr | Pun processing in advertising posters: evidence from eye tracking |
| title_full_unstemmed | Pun processing in advertising posters: evidence from eye tracking |
| title_short | Pun processing in advertising posters: evidence from eye tracking |
| title_sort | pun processing in advertising posters evidence from eye tracking |
| topic | Eye movement eye tracking attention intermodal processing pun polycode text |
| url | https://bop.unibe.ch/JEMR/article/view/10457 |
| work_keys_str_mv | AT anastasiiakonovalova punprocessinginadvertisingpostersevidencefromeyetracking AT tatianapetrova punprocessinginadvertisingpostersevidencefromeyetracking |