EFFECTS OF INTERACTIVE PICTURES AND ETHNICITY ON RECALL OF BRAND NAMES

Previous research indicates that cued recall of brand names is enhance d by interactive pictures but not by separate pictures or by ethnic co ntent. These questions were examined in two experiments in which the i llustrations did not directly represent the brand names, a situation f aced by many advertisers. Recall was poorer with separate pictures tha n with names alone or with interactive pictures, but performance with interactive pictures was nor better than with names alone. In addition , recall was poorer with ethnic than with varied content, in all name and picture conditions. Implications are presented for imagery mediati on theory and for the use of pictures and ethnic brand names in advert ising.