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The message recall effects consist of the primary effects, middle effects and recency effects. People who recall the first part of the list are affected by the primary effects, those who recall the middle part are affected by the middle effects, and those who recall the last part are affected by the recency effects. The present research is to investigate the recency effects of Persian verbal radio commercials on the memory of their listeners. Also the study is to represent the effects of using short sentences and slogans in Persian radio commercials. The research methods are the field study and experimental. To perform the trials, six out of the 50 Persian radio commercials were chosen, which were broadcasted from Iran, Javan and Payam radio channels in February and March, 2011. Six blank-sentence tests were designed according to the commercials. 71 participants (44 men and 27 women) were randomly selected. Listening the commercials twice, they wrote the missing words in the tests they recalled. The results suggest the recency items with minrank (2/77) of a Persian radio commercial have more effects on the listeners’ working memory and are recalled better than the primary (2/16) and  the middle items (%1/06). Also short sentences and slogans (99/79) have more effects on the listeners’ working memory and they are recalled well than the others (41/80). The results are suitable for Persian radio commercial programmers, goods producers and service institution administrators to take the listeners’ attractions to introduce their goods and services better. Linguists and psychologists can also use these results to study the effects of sentence positions on people's memories.

Keywords: Psycholinguistics, Working memory, Slogans, Primary effects, Recency effects, Persian radio commercials

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