Age differences in memory for radio advertisements: the role of mnemonics

This study examines age differences in memory for radio advertisements. Younger and older adults listened to a bogus radio program. Half of each age category listened to a version of the program embedded with two ads utilizing a simple rhyming mnemonic device. The other half of each age category listened to the same program, but with ads without any rhyming mnemonics. Various measures of recall and recognition of the target ads were taken both immediately after exposure and after a 7-day delay. While no age differences in memory emerged, mnemonic versions of the ads resulted in better scores for overall unaided memory, prompted brand recall, and overall memory for both age groups. There were no differences in memory scores over the 7-day delay, nor were there any interaction effects. (C) 2001 Elsevier Science Inc. All rights reserved.