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=== Diagnosis of disease ===
Patients with [[Alzheimer's disease]] (AD) are unable to effectively process the semantic relationship between two words at encoding to assist in the retrieval process.<ref name="Alzheimer's granholm">{{cite journal|last=Granholm|first=Eric|author2=Nelson Butters|title=Associative encoding and retrieval in Alzheimer's and Huntington's Disease|journal=Brain and Cognition|year=1988|volume=7|issue=3|pages=335–347|doi=10.1016/0278-2626(88)90007-3|pmid=2969744|s2cid=20415261}}</ref> The general population benefits equally from a weakly related cue word as from a strongly related cue word during a recall task, provided the weakly related word was present at encoding. Patients with AD, however, were unable to benefit from the weakly related cue even if it was present at both encoding and retrieval.<ref name="Alzheimer's granholm" /> Instead of relying upon semantic encoding, those with AD presented their most dominant associations to the cue words during recall test. This explains why all AD patients performed well when two strong words were matched together but very poorly when a strong and weak pairs were presented during recall. Deficits in episodic memory are now widely accepted as a characteristic symptom of Alzheimer's disease.<ref name="Alzheimers RI-48">{{cite journal|author=Adam, S.|author2=M. Van der Linden|author3=A. Ivanoiu|author4=A.-C. Juillerat|author5=S. Bechet|author6=E. Salmon|year=2007|title=Optimization of encoding specificity for the diagnosis of early AD: The RI-48 task|journal=Journal of Clinical and Experimental Neuropsychology|volume=29|issue=5|pages=477–487|doi=10.1080/13803390600775339|pmid=17564913|hdl=2268/28214|s2cid=31325865|url=http://orbi.ulg.ac.be/handle/2268/28214|hdl-access=free}}</ref>
=== Alcohol ===
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=== Advertising ===
The emotional nature of [[advertisements]] affects the rate of recall for the advertised product.<ref name="Advertising">{{cite journal|last=Friestad|first=Marian|author2=Esther Thorson|title=Remembering ads: the effects of encoding strategies, retrieval cues and emotional response|journal=Journal of Consumer Psychology|year=1993|volume=2|issue=1|pages=1–23|doi=10.1016/s1057-7408(08)80072-1}}</ref> When the nature of the advertisement was emotional, an encoding focus on [[episodic memory]] (trying to carefully remember the visual content of the commercial) led to a much higher rate of recall for emotional advertisements. Conversely, al peptions,{{typo help inline|date=April 2020}} preferences of given object advertised) led to a much higher recall of specific advertisements.<ref name="Advertising" /> Empirical evidence regarding the nature of emotional advertising provides the advertising industry with data as to how to contour their ads to maximize recall of advertisements. [[Political advertising]] displays this emotional nature of content. A political advertisement<ref name="Political ad">{{cite web|author=Museum of the Moving Image |title=Daisy |url=http://www.livingroomcandidate.org/commercials/1964/peace-little-girl-daisy |publisher=The Living Room Candidate |accessdate=18 November 2011 |url-status=dead |archiveurl=https://web.archive.org/web/20140426231953/http://www.livingroomcandidate.org/commercials/1964/peace-little-girl-daisy |archivedate=26 April 2014 }}</ref> from Lyndon B. Johnson's 1964 presidential campaign is inherently emotional in nature and therefore very easily remembered. If this advertisement re viewed and encoded in an episodic mode, due to its emotional nature, it would be easily recalled because of the mode of memory during the encoding process. This advertisement is a lasting example of emotional advertisements being easily recalled: it aired only once on September 7, 1964, yet is one of the most remembered and famous campaign advertisements to date.
=== Studying ===
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