EFFECTS OF IMAGERY ON RECALL IN PRINTED A DVERTISEMENTS

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).