Gender stereotypes as a double-edged sword in political advertising : persuasion effects of campaign theme and advertising style
Year of publication: |
2014
|
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Authors: | Lee, Yu-kang |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 33.2014, 2, p. 203-234
|
Subject: | Wahlkampf | Electoral campaign | Frauen | Women | Werbeplanung | Advertising planning | Zielgruppe | Target group | Werbewirkung | Advertising effects | Geschlecht | Gender | Werbepsychologie | Psychology of advertising | Experiment | Taiwan |
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