Nature imagery in advertising: attention restoration and memory effects
Patrick Hartmann and Vanessa Apaolaza
University of the Basque Country UPV/EHU
Patxi Alija
Adimen Research Institute
Introduction
Memory is still considered a key variable in terms of advertising effectiveness (Delattre & Colovic 2009; Jeong et al. 2011; Lee et al.2012). The effect of images on advertising memory has been addressed by a stream of research. Memory for visual advertising stimuli has been found generally superior to memory for verbal messages (Childers & Houston 1984). However, memory for verbal advertising messages seems to be enhanced by...