The Power of Figurative Communication in Advertising
Description
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.
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‘Unpacking Creativity - Perez Sobrino, Paula, Littlemore, Jeannette (University of Birmingham), Ford, Samantha (University of Birmingham)’.
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