Memory for advertising benefits from their comprehension difficulty

TitreMemory for advertising benefits from their comprehension difficulty
Type de publicationCommunications sans actes
Année de l'intervention2006
Titre de la Conférence/colloqueJournée Scientifique "Mémoire et Vieillissement Cognitif" Hommage à F.I.M. Craik
jour/mois du congrès, colloque22/09
Auteur(s)Reilhac, G., Vidal J. et Blanc N.

This study deals with the memory for advertisings. Advertisings for a product are composed of both a picture and a slogan. To fully understand advertisings, people need to establish a link between these two sources of information and the product. If this link is most of the time obvious, sometimes, it has to be elaborated from general knowledge. In view of that, we argued that advertisings that required the generation of inferences to be understood would benefit from this deeper processing and thus would be better remembered than advertisings that did not involve inference generation. The material we used consisted in two sets of advertisings. In one set, the advertisings were ambiguous. Thus, to understand why a picture was used to advertise for a product, the slogan had to be processed carefully. This kind of advertisings was supposed to induce the production of an inference that provided a coherent link between the picture and the product. Compared to this first set, the second one was composed of advertisings easy to understand as the link between the picture and the product was obvious. Participants had first to evaluate the advertisings regarding their comprehension difficulty. Then, they had to complete slogans extracted from the advertisings they previously processed. Our main results supported our assumption that the inference generated during advertisings processing may result in a deeper memory trace for these stimuli. In other words, the memory for advertisings benefits from their complexity, as the more difficult advertisings to understand were better remembered.