A study examined the effect that the quality and clarity of the photographic image used in advertising have on the recall of photographic content. It was hypothesized that there will be no significant difference between response rates of high and low signal noise ratio (S/N) photographs, and also that there will be no significant difference between the response rates of visual, visual and aural, or aural attenders. Photographs with high S/N would present the subject clearly with little interference from background or other non-message content. Subjects, 204 communications undergraduates at Syracuse University, viewed sets of two photographs of 24 subjects--one each of high, moderate, and low S/N--and were tested 5 days later to determine the recall rate of the photos. The first hypothesis was rejected, while the second was supported. Results revealed a greater recall rate for high S/N photographs, and also indicated that more high S/N photographs were recalled by aural attenders followed by visual and then aural and visual dominant subjects. Findings suggest that the quality and clarity of a photograph have a positive effect on the recall of the content. Findings also suggest that the character and differences of the individuals comprising the intended audience for the photographs are important and that those traits should be identified and considered before designing photographic material. (Extensive tables of data and figures are included, and references are appended.) (NKA)