INFORMATION PROCESSING AND RECALL OF FOREGROUNDED ELEMENTS IN POLISH PRESS ADVERTISEMENTS

The slogans and pictorial elements of press advertisements contain the most important elements of the message communicated to the viewers by the advertiser. They have to be formulated and composed in such a way as to ensure the most uniform reading and interpretation among potentially diverse recipients. It is interesting to what an extend such an effect would be reported by relatively homogenous respondents. The present study investigates the interpretation and recall of advertising slogans and foregrounded information by a group of 60 young people, following a short exposure to 5 press advertisements. It also attempts to compare the results to a previous research on mental processing of hidden and inconspicuous elements in press commercials (Wojtaszek 2007).