In daily life, memory is used at all times. When we go to buy things, we remember the list of items we are going to buy. At school, we would also need revision to memorize the exam material. Or even, when we meet friends, we would also need to remember their names. It is therefore important to know and understand how we remember these things so that we can recall them effectively when necessary. Obviously, we don't need to remember the exact situation or order of things in daily life. We would have our own model for memorizing and retrieving information (Ashcraft, 2010). This is called free recall, with items recalled in any order (Francis, Neath, MacKewn, & Goldthwaite, 2004). However, many researchers have found that the likelihood of recalling items (such as words, letters, or numbers) actually depends on the position of the items in a list. The most striking result is that words at the beginning and end of the list are often easier to remember than words in the middle of the list. So, when the results of a free recall experiment are plotted on a graph; a U-shaped series position curve can be obtained. This is often called the serial position effect that affects our memory (Smith, n.d.). In the first primacy part of the serial position effect, there was a direct positive relationship between repetition frequency and recall probability. That is, the primacy effect depended entirely on repetition. The first elements can be repeated more and therefore better memorized. The recency effect was considered short-term memory recall, which is why they were so well recalled even though they were repeated so little (Ashcraft, 2010). The improved recall of words in middle of paper ...... under possible conditions; while people will generally prefer options presented earlier for undesirable conditions (Epley, 2009). A patient from the HM case study demonstrated the multi-store model. HM who was unable to create new long-term memories but whose short-term memories remain unchanged. This shows that there are distinct long-run and short-run stores (Atkinson and Shiffrin, 1968). Serial recall in the forward order shows a strong primacy effect and relatively low recency. Backward serial recall shows greater, more recent, and smaller primacy than forward order recall (Oberauer, 2003). Television commercials also demonstrate the serial position effect. Audiences will remember the first and last ads best, and will generally forget the middle ads. This will only be true if the advertisements in the environment are distinctive, capable of isolating themselves from others (Terry, 2005).