EFFECTS OF PICTORIAL INTERACTION ON RECALL OF BRAND NAMES AND LOWER IMAGERY NOUNS

A total of 397 subjects participated in five experiments that investig ated the effect of pictures on cued recall of words representing brand labels. Three experiments replicated previous reports that recall of brand names was improved when they were accompanied by separate or by interactive pictures. However, when the drawings corresponding to the brand and product names were more clearly separated, recall was poorer than with interactive pictures, and fell to the level with names alon e. In the last two experiments, the advantage of interactive pictures was also found with lower imagery nouns, and with both intentional and incidental learning instructions. It was concluded that print adverti sers should utilise interactive pictures whenever possible.