Unpacking Creativity: The Power of Figurative Communication in Advertising - Paula Perez Sobrino - Books - Cambridge University Press - 9781108461863 - April 10, 2025
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Paula Perez Sobrino
Unpacking Creativity: The Power of Figurative Communication in Advertising

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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.

Media Books     Paperback Book   (Book with soft cover and glued back)
Released April 10, 2025
ISBN13 9781108461863
Publishers Cambridge University Press
Pages 321
Dimensions 229 × 152 × 20 mm   ·   462 g

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