Unpacking creativity: the power of figurative communication in advertising
Auteur :
Pérez Sobrino, Paula / Littlemore, Jeannette / Ford, Samantha
Éditeur :
Cambridge University Press
ISBN :
9781108461863
Date de publication :
10 avr. 2025
Format :
Trade paperback (US)
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Drawing on the results of empirical research across a number of authentic advertisements from around the world, this book presents a comprehensive analysis of the persuasive power of figurative communication in advertising, and explores their impact on comprehension, effectiveness, appreciation and arousal of emotion in multicultural audiences.