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Memory for the visual and verbal components of print advertisements
Author(s) -
Childers Terry L.
Publication year - 1986
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220030303
Subject(s) - optimal distinctiveness theory , encoding (memory) , psychology , component (thermodynamics) , salient , presentation (obstetrics) , cognitive psychology , communication , computer science , social psychology , artificial intelligence , medicine , physics , radiology , thermodynamics
A model is developed and proposed to describe the underlying processing of the visual and verbal components of print advertisements. Based upon past research, the processing of these two components of print advertisements is viewed as consisting of (1) different levels of processing, (2) elaborative encoding, and (3) encoding distinctiveness. An empirical test of the model indicates that the visual/pictorial component of the print ad is more elaboratively and more distinctively encoded than the verbal component. Results of the research are discussed in terms of their implications for understanding vivid versus salient effects of information presentation.