Paula P?rez Sobrino,JeannetteLittlemore,SamanthaFord
Unpacking Creativity: The Power of Figurative Communication in Advertising
Unpacking Creativity: The Power of Figurative Communication in Advertising
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- More about Unpacking Creativity: The Power of Figurative Communication in Advertising
Format: Paperback / softback
Length: 321 pages
Publication date: 10 April 2025
Publisher: Cambridge University Press
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.
ISBN-13: 9781108461863
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