Unpacking Creativity: The Power of Figurative Communication in Advertising - Paula Perez Sobrino - Books - Cambridge University Press - 9781108473538 - September 2, 2021
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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.

250 pages, Worked examples or Exercises

Media Books     Hardcover Book   (Book with hard spine and cover)
Released September 2, 2021
ISBN13 9781108473538
Publishers Cambridge University Press
Pages 322
Dimensions 156 × 234 × 20 mm   ·   569 g   (Weight (estimated))

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