Abstract : title: The influence of advertising without message recall: the implicit effects of brand mere exposure ; Abstract: The experiment reproduces the advertising influence conditions when the consumers, at the time to buy, do not remember the messages seen very quickly, several days before. By mobilizing the concepts of implicit attitude and implicit memory, this research studies the implicit effects of mere exposure of new brand, seven days later, when the subjects forgot to have been beforehand exposed. When the subjects think that they see the brand for the first time, the mere exposure makes positive the initially moderate evaluations. The positive and negative initially attitudes become more accessible. If one says to the subjects that they already saw the brand during advertising messages, these effects disappear. The discussion explain that the model of the misattribution of the perceptive fluidity cannot explain to him only the results. Those underline that the brand negative evaluations would be implicitly memorized.