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Memory for the visual and verbal components of print advertisements

✍ Scribed by Terry L. Childers

Book ID
112141682
Publisher
John Wiley and Sons
Year
1986
Tongue
English
Weight
759 KB
Volume
3
Category
Article
ISSN
0742-6046

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## Abstract An experiment was used to test memory for two forms of informationβ€”ad copy (persuasive) and consumer information (nonpersuasive) presented in print and screen media. For both forms of information, print outperforms screen on recall but not on recognition. The results suggest that print