Sj. Mckelvie et al., EFFECTS OF PICTORIAL INTERACTION ON RECALL OF BRAND NAMES AND LOWER IMAGERY NOUNS, Australian journal of psychology, 45(1), 1993, pp. 9-15
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.