Studies show that pictures are more easily recalled than words. Visual imagery offers cues in the form of ideas, patterns or associations that help with recall.
Visual ads require less exposer than verbal ones for long-term memory.
See the full study here :
Terry L. Childers Michael J. Houston, Conditions for a Picture-Superiority Effect on Consumer Memory, Journal of Consumer Research, Volume 11, Issue 2, September 1984, Pages 643–654, https://doi.org/10.1086/209001
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