Abstract
Verbo-pictorial humor advertisement induces deeper thinking and invokes the feeling of amusement. Present studyaimed to investigate the influence of types of verbo-pictorial ads and humor by the analysis of eye movement. Participants were67 undergraduates, experimental design was 2 (advertisement type: humor and literality)[U+F0CD]2 (stimulus type: sloganand pictorial information) within-subject design. Every participant received 8 stimuli of ads. Results revealed that among theads with pictorial region, humor ads was more fixation count than literal ones; it represented that participants felt funninessafter deeper thinking with pictorial information. Furthermore, the run counts of humor ads in slogan (textual) and pictorialinformation were obviously more than those of literal ones; it’s required more processes of comprehension while watchinghumor ads. Implications for how viewers integrate pictorial and textual information and applied research and ad developmentby eye movement are discussed. Techniques of fMRI, MEG, and EEG are suggested for brain mechanism of ads in differenthumor skills.