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Unpacking Creativity: The Power of Figurative Communication in Advertising

Unpacking Creativity: The Power of Figurative Communication in Advertising

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Product details

Management number 201813785 Release Date 2025/10/08 List Price $15.38 Model Number 201813785
Category
  1. Nonfiction
  2. Business

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

Unpacking Creativity: The Power of Figurative Communication in Advertising

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