Most previous researches focus on the view of cogntive information processing approaches based on experiment design while the study adopts behavioral information approach based on eye movement. The visual and verbal element of advertising message toward consumer's attitude of brand extension is illuminated on this research adopting eye tracker. For the purpose of detecting this modality effect, visual and verbal, under the context of brand extension, two experimental analysis is proceeded. In summary, the result shows message element is predominant to the visual element on the context of brand extension. This results is on the similar vein of Rayner(2001)’s goal oriented information process and also confirm that it can apply to the area of study of brand extension. For validating the second hypothesis, multiply mixed brand extension situation, the products are categorized as hedonic and utilitarian value oriented products. In order to verify the second hypothesis, 2X2 product categories are employed. The results show that consumers pay more attention on verbal element than verbal element under the context of cross product concept brand extension. These results confirm that they cast their eye fixation on the message element longer under the cross product concept extension.