Table 2.

Mean values (M) across variables for posters with and without a pun, as well as the standard deviations (SD).

	Posters with a pun		Posters without a pun
	M	SD	M	SD
Total dwell time (ms)	5674	2107	5939	2006
Gaze switches count between text and picture (N)	4.7	2.2	4.7	2.3
Total dwell time on the picture (ms)	1903	1169	1803	1097
Fixation count on the picture (N)	7.4	4.4	7.7	4.7
Total dwell time on the headline (ms)	1423	807	1415	707
First run dwell time on the headline (ms)	624	294	639	350
Regression count to the headline (N)	0.95	0.93	0.98	0.97
Total dwell time on the main text area (ms)	1664	775	1573	792
Total dwell time on the brand name (ms)	689	373	659	349