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Looking at the sexual MasterCard ad, the men spent a lot of time on the sexual imagery, starting with the model’s breasts, then going either to her face above or the hamburger below, largely ignoring any text. The women largely avoided the sexual imagery. The differences were less pronounced for the nonsexual ad, although the viewing paths did diverge. Men first explored the model’s body, including her knees, before eventually reaching the logo. Women almost immediately began exploring the text elements of the ad.
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