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Advertising.

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The influence of advertising on memory has long been a subject of both conjecture and investigation. Advertisers, advertising agencies, advertising media, and laboratory workers have conducted many studies which attempt to isolate, define, and measure this influence. Many of these studies have been concerned with what has become known as the retention value of repetition. Recent large-scale surveys have produced a mass of evidence to support the contention that repeat exposure is a basic characteristic of advertising in certain of our widely circulated magazines. Through the reading of an issue of a magazine on more than one occasion, an advertisement is exposed more than once, often a number of times, to the same or to additional readers. Through the nature of their editorial contents and the appeal which inheres in a given publication, magazines differ appreciably in their ability to provide this repeat exposure. The unresolved question then is, are these repeat exposures of value? Do they add to the efficiency of the magazine as an advertising medium? Do they accomplish anything measurable for the advertiser? What, if anything, do they do to the reader? Do repeat exposures add to the force of a given advertisement, injure it, or leave it wholly or comparably unaffected? Do they differ in effect from repeat insertions of the same or closely similar advertisements? Search for an answer to these questions leads inevitably to a reexamination of the standard-advertising generalities about frequency, continuity, and repetition. Consideration of repetition leads as inevitably to a consideration of memory, necessarily to at least an awareness of what is involved in perception. Obviously, there can be no memory without an original impression. It is with this subject, particularly with the relationships among memory, repetition, and magazine advertising that this monograph attempts to deal. Largely it is a synthesis of the few facts about memory and repetition which have been uncovered and the many theories which have been developed. The monograph adds nothing to the sum of human knowledge. It does not pretend to emerge with a final answer. It does pretend to bring together and attempt to evaluate some of the more significant findings about memory and repetition and relate these to advertising. It may serve to bring out aspects of an elusive subject which seem to escape general consideration in advertising thought.

Memory. --- Advertising.

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Commercial art --- Advertising

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Commercial and advertising.

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Commercial and advertising.