This study aimed to examine whether the 3B elements commonly used in video advertisements—Beast, Baby, and Beauty —effectively elicit attention and emotional responses. To this end, we employed both cognitive psychological experiments and survey methods. In the experiment, 18 participants watched 18 video advertisements containing 3B elements (six per element type), during which their EEG and eye movements were simultaneously recorded. We then compared eye-tracking measurement (pupil diameter) and EEG characteristics (frontal alpha asymmetry; FAA) depending on whether participants' gaze was fixed on the 3B element or on other areas of the advertisement. The analysis revealed that only the Baby element led to a significantly larger pupil diameter and higher advertisement attitude scores. These findings suggest that among the 3B elements, Baby element is the most effective in attracting visual attention and inducing favorable advertisement attitudes. Ultimately, this study demonstrates the value of a convergent research paradigm that combines physiological data and self-reported measures to scientifically validate the effects of 3B elements on attention and emotional response. It also provides meaningful insights for establishing more effective advertising strategies utilizing 3B elements.