The Infona portal uses cookies, i.e. strings of text saved by a browser on the user's device. The portal can access those files and use them to remember the user's data, such as their chosen settings (screen view, interface language, etc.), or their login data. By using the Infona portal the user accepts automatic saving and using this information for portal operation purposes. More information on the subject can be found in the Privacy Policy and Terms of Service. By closing this window the user confirms that they have read the information on cookie usage, and they accept the privacy policy and the way cookies are used by the portal. You can change the cookie settings in your browser.
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).