通过操纵广告语来设置三种广告类型，分别为新颖适用、新颖不适用和适用不新颖，以此来分离新颖性与适用性在广告再认中的提取效应。结果发现，虽然新颖性广告能在学习阶段引起较好的喜好评价，但在广告再认阶段，被试对适用不新颖广告的再认效果更好，表现为更短的正确再认时间和更好的再认成绩。这可能是由于再认提取中新颖性主要依赖回想方式，而适用性则更多依赖熟悉性方式。本研究结果表明适用性在广告再认中有其优势效应。

As a creative product, creative advertising reflects novelty and usefulness effectively. Novelty in an advertising refers to the incongruent and atypical elements that are depicted while usefulness requires an advertising to be not only appropriate and meaningful but also useful. Although there are many studies focused on the recognition memory of creative advertisements, the retrieval pattern of novelty and usefulness in advertising recognition from dual-processing theory remains unclear. Based on dual-processing theory, recognition memory can be divided into two distinct memory processes, namely, familiarity and recollection. Familiarity refers to a fast-acting retrieval process without the retrieval of any contextual details of the past event, whereas recollection involves the conscious retrieval of specific temporal and spatial information of past experiences. Therefore, further investigation is required to segregate the retrieval effects of novelty and usefulness in advertising recognition.

In the present study, three types of advertising (novelty-usefulness, novelty-only, and usefulness-only) were set up for each creative advertising image as the experimental stimuli. Specifically, the novelty–usefulness condition (NU) featured an unexpected and meaningful advertising, the novelty-only advertising (N) whose slogan was unexpected but not fluent in semantic, and the slogan under the usefulness-only condition (U) was a conventional wisdom. The novelty feature was the semantic conflict induced by the unexpected slogan. The usefulness feature was easy to reach the semantic fluency. And thirty-four participants conducted the study-test task. In the study phase, participants were asked to rate the degree of preference toward the items on a 7-point Likert scale. In the test phase, they were asked to make “new/old” recognition judgments towards stimuli intermixed with learnt and new items. In this manner, the differential retrieval pattern of novelty and usefulness features in advertising recognition could be explored through the comparison of two conditions (N versus U).

Results are as follow: (1) In the study phase, participants showed the more preference toward the NU and N condition than U condition, presenting the following pattern: NU=N>U, which reflects the important role of novelty in the evaluation of advertising. (2) In the test phase, A repeated measures ANOVA on RT were performed with advertising types (NU, N, U) as factor. The results showed that the U condition was significantly faster than the N condition, presenting the following pattern: U < N. And the recognition results revealed that the participants showed a higher recognition performance under the usefulness-only condition than the novelty-only condition, presenting the following pattern: N>U.

The results in the study phase suggested that novelty feature is easy get the preference evaluation. However, the findings in the test phase revealed that U condition has a better recognition performance in less time, indicating the usefulness feature had an advantageous effect in advertising recognition. And this effect was supported by the differential retrieval pattern of novelty and usefulness on advertising recognition. Novelty is recollection-based retrieval and usefulness is familiarity-based retrieval. This study firstly explored the differential retrieval pattern of novelty and usefulness in advertising recognition from dual-process theory. We found the usefulness feature may be the key to achieve the market effect of creative advertising. Future challenges in this field include the robustness memory advantage and familiarity-based retrieval pattern of usefulness feature in creative advertising.