The aim of this research was to analyze the effects of pictures and im
agery on recall of product attributes in printed advertisements, in co
nditions 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. w
ith illustration of product, of product caracteristics, or of both), b
oth at a between-subjects level. At a within-subjects level, we manipu
lated the delay variable (0 and 4 days). The most relevant findings wa
s that only pictures increased recall of products caracteristics indep
endently of imagery of text and delay. Overall results called into que
stion the dual coding theory (Paivio, 1971, 1986), suggesting as alter
native approache that of dual processing: relational-distinctive proce
ssing (e.g., Marschark and Surian, 1989).