Interpret me! : the interplay between visual metaphors and verbal messages in advertising
Yuhosua Ryoo, Yongwoog Andrew Jeon and Yongjun Sung
| Year of publication: |
2021
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|---|---|
| Authors: | Ryoo, Yuhosua ; Jeon, Yongwoog ; Sung, Yongjun |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 40.2021, 5, p. 760-782
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| Subject: | advertising appreciation | advertising pleasure | resource matching hypothesis | verbal message | Visual metaphor | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2020.1781477 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012623885