Back to matchesWe found a matchYour institution may have access to this item. Find your institution then sign in to continue.TitleTHE REPRESENTATION AND RECALL OF MESSAGE ARGUMENTS IN ADVERTISING: TEST OF A SCHEMA-BASED MODEL.AuthorsHunt, James M.; Bonfield, E.H.; Kernan, Jerome B.AbstractExamines a schema-based model for the representation and recall of message arguments in advertising. Design of the study in the context of print advertising; Definition of schema; Impact of the study on the field of marketing communication.SubjectsADVERTISING; MENTAL representation; MEMORYPublicationAdvances in Consumer Research, 1986, Vol 13, Issue 1, p562ISSN0098-9258Publication typeArticle