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Abstract:

The pragmatic relation between textual and pictorial information in implicit and explicit advertisements was investigated by means of an eyetracking experiment including a likeability test and a recall task. Firstly, participants rate implicit advertisements as more appealing than explicit advertisements (even more so for women). Secondly, participants spend significantly more time on implicit advertisements. Relatively, women spend more time on implicit advertisements and perform more image–text jumps than men. Thirdly, implicit advertisements are recalled more often than explicit ads.