Insidious Effects of Syntactic Complexity: Are Ads Targeting Older Adults Too Complex to Remember?

This research examines the role of syntactic complexity—complexity induced by the sentence structure of the text—on memory for print ads. The authors find that ads aimed at older adults contain significant complexity, which commonly used readability indexes fail to detect. Further, syntactic complexity adversely affects message recall in older (age 65 and up), but not younger, adults. This adverse effect of syntactic complexity on memory continues even when motivation to process the message is high. The authors discuss the implications of these findings.