Pun processing in advertising posters: evidence from eye tracking

• मुख्य लेखकों: Anastasiia Konovalova (लेखक), Tatiana Petrova (लेखक)
• स्वरूप: पुस्तक
• प्रकाशित: Bern Open Publishing, 2023-12-01T00:00:00Z.
• विषय: article
• ऑनलाइन पहुंच: Connect to this object online.

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...