Recall is remembering of the contents of the advertisement seen.It is to recollect what has been heard and seen in advertisements.It is a measure of advertising effectiveness where a sample of respondents are exposed to an advertisement and then at a later point in time asked if they remember the advertisement. Ad recall is normally on an aided or unaided basis. Aided recall is when the respondent is told the name of the brand being advertised. Rik G.M. Pieters (1999) presents in the study that repetition leads to an overall decrease in the amount of attention. Respondents who are highly motivated see the Ad for a longer time than those respondents who are less motivated. The levels of high motivation remain for two exposures and then disappear.…show more content… It includes the pictures, videos and words. Pictures are superior to words in inducing evaluative responses. The written messages in words are called ‘supers’. The supers should be highly imagery and use positive sentences. This images represent the brand. John R.Rossiter(1982) It covers guidelines for the effective use of visual content in: general advertising, print advertising, and TV advertising. The study reveals that the Visual content warrants relatively more advertiser attention than verbal content, color can be used in visuals for emotional motivation but black & white is sufficient for "information" provision and high imagery visuals work far better than "instructions to imagine."TvAdvts Can hold key scenes at least 2 seconds and alternate key and then the predictable scenes. These "pauses" would give the viewer time to develop visual imagery, much like cognitive responses to verbal material, where the reader can pause "to think."Edward. F.Mcquarrie(1999). The visual figures examined here—rhyme, antithesis, metaphor, and pun—produced more elaboration and led to a more favorable attitude toward the ad, without being any more difficult to comprehend. Interviews confirmed that several of the meanings generated by informants corresponded to those produced by an a priori text-interpretive analysis of the ads. However, all of these effects diminished or disappeared for the visual tropes (metaphor and pun) in the…show more content… The implication is that verbal information takes longer to process in general, whereas visual information elicits an instant response from the mind. Results showed that when the stimuli were presented entirely in visual form under conditions of reduced cognitive load, the advertisements were rated more positively (i.e., more informative) than in the other conditions. Ondimu Jacquiline (2011) It was noted that adverts with iconic elements communicate more immediately than symbolic or indexical elements. These messages are easier to interpret and elicit higher emotional appeals. For messages where behaviour change is required the use of iconic images creates a more immediate impact. Messages that caution against certain behaviours that can lead to the spread of HIV/AIDS can make use of iconic signs