Abstract
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.