Abstract

ARROYO-ALMARAZ, Isidoro  and  GARCIA-GARCIA, Francisco. Influence of Advertising-Generated Mental Images on the Minds of the Child Audience According to the Nature of the Stimulus. Palabra Clave [online]. 2015, vol.18, n.1, pp.212-238. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2015.18.1.9.

The mental images generated by advertisements and commercial ads have an effect both on the memory and on eliciting responses from the public. A methodology has been used that analyzes the content of the words involved in the verbal written description of the mental images evoked through a free recall task. The findings confirm that the remembrance of the mental images in the subjects varies according to the type of stimulus presented: image, word, sound. In the same manner, a multivariate analysis of the variance also ascribes the differences to the vividness of the mental capacity of the subjects.

Keywords : Journalism; remembrance; mental images; vividness; sex.

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