Sj. Mckelvie et Rm. Macgregor, EFFECTS OF INTERACTIVE PICTURES AND ETHNICITY ON RECALL OF BRAND NAMES, Canadian journal of the Administrative Sciences Association of Canada, 13(1), 1996, pp. 33-45
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.