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 th...
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Bern Open Publishing,
2023-12-01T00:00:00Z.
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