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Prior marketing studies investigating memory for advertisements have relied almost exclusively on examining effects contingent on explicit memory retrieval. This process involves a deliberate effort on the part of the consumer to think back to an advertisement in an attempt to recall the ad information. Studies in this area have shown that a lengthy delay between ad exposure and test, as well as divided attention during the ad exposure episode, hinder or even eliminate successful explicit memory retrieval. The premise of this paper is that an alternative retrieval process, implicit memory, may function differently. This form ofmemory retrieval is automatic in nature and does not rely on consumers deliberately searching their memory for a previously viewed advertisement. Comparisons with explicit memory retrieval suggest that implicit memory is preserved even in conditions of delay and divided attention, whereas explicit memory is affected detrimentally by those conditions. The two different forms of retrieval processes are validated with the use of a process dissociation procedure. Implications and directions for future research are discussed.

This book develops both a philosophical and a formal, model-theoretic account of the meaning, function, and logic of vague terms in an idealized version of a natural language like English. Extensions of vague terms vary with such contextual factors as the comparison class and paradigm cases: a person can be tall with respect to male accountants and not tall (even short) with respect to professional basketball players. The main feature of the author's account is that the extensions (and anti-extensions) of vague terms also vary in the course of a conversation, even after the external contextual features, such as the comparison class, are fixed. A central thesis is that in some cases, a competent speaker of the language can go either way in the borderline area of a vague predicate without sinning against the meaning of the words and the non-linguistic facts. Shapiro calls thisopen texture, borrowing the term from Friedrich Waismann. The formal model theory has a similar structure to the supervaluationist approach, employing the notion of a sharpening of a base interpretation. In line with the philosophical account, however, the notion of super-truth does not play a central role in the development of validity. The ultimate goal of the technical aspects of the work is to delimit a plausible notion of logical consequence, and to explore what happens with the sorites paradox. Later chapters deal with what passes for higher-order vagueness — vagueness in the notions of ‘determinacy’ and ‘borderline’ — and with vague singular terms, or objects. In each case, the philosophical picture is developed by extending and modifying the original account. This is followed with modifications to the model theory and the central meta-theorems. In this book, vagueness is seen as a linguistic phenomenon, due to the kinds of languages that humans speak. But vagueness is also due to the world we find ourselves in, as we try to communicate features of it to each other. Vagueness is also due to the kinds of beings we are.

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