This study examined how advertising ambiguity affects consumer responses to advertisements and products, in conjunction with two moderating variables: cognitive resources and product type. According to prior research, polysemous ambiguity has been shown to engage consumers in advertisements, triggering the pleasure of interpreting the multiple meanings embedded in the advertisement and reducing negative thoughts. In this study, which focused on visual ambiguity, the effects of ambiguity were found to be moderated by consumers' cognitive resources. Specifically, advertisements with high polysemous ambiguity elicited more positive responses as the amount of cognitive resources available to consumers increased, whereas advertisements with low ambiguity were not affected by the amount of cognitive resources. This result was consistent with the predictions of resource-matching theory. Additionally, the effects of polysemous ambiguity were found to be generally greater for hedonic products than for utilitarian products. This can be inferred to be due to differences in consumers' information processing styles depending on product type.