A Study On The Implicit Memory Of Trade Marks

The study was conducted on the implicit memory of trade marks by the method of the task dissociation indirect test, from the trade mark's color (with color, and in black and white), the trade mark's different showing frequencies (twice and 10 times), different ages of people (the young people whose age are under 35-year-old and the old people whose age are over 60-year-old).Basing on comparing the young group and the old group's test scores, the results showed that: (1) The priming effect of implicit memory on the trade marks was found in both the young and the old groups; (2) the people of different ages had the similar implicit memory level of the trade marks; (3) Both the young and the old groups' implicit memory of the trade marks are better than that of explicit memory of the trade marks. (4) Both the young and old groups' implicit memory of the colorful trade marks are better than their implicit and explicit memory of the trade marks in black and white. (5) Along with increasing the trade marks' frequencies, implicit and explicit memory of both groups were strengthened, implicit memory had the trend to be stronger than the explicit memory.In the test, the trade marks were studied from people's unconsciousness instead of from people's consciousness what previous studies had done. The study shows that implicit memory has potential space to study and develop. The result of the test is practical and a reference to the enterprises for their marketing and advertisement.