Abstract
Effects of imagery on recall in printed advertisements. The aim of this research was to analyze the effects of pictures and imagery on recall of product attributes in printed advertisements, in conditions where the episodic distinctiveness of advertisement had been blocked. We carried out an experiment in which we manipulated imagery of text (high and low) and type of picture (without illustration vs. with illustration of product, of product characteristics, or of both), both at a between-subjects level. At a within-subjects level, we manipulated the delay variable (0 and 4 days). The most relevant findings was that only pictures increased recall of products caracteristics independently of imagery of text and delay. Overall results called into question the dual coding theory (Paivio, 1971, 1986), suggesting as alternative approach that of dual processing: relational-distinctive processing (e.g., Marschark and Surian, 1989).
