Literally experts : expertise and the processing of analogical metaphors in pharmaceutical advertising
Year of publication: |
2014
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Authors: | Delbaere, Marjorie ; Smith, Malcolm C. |
Published in: |
Health marketing quarterly. - Philadelphia, Pa. : Taylor & Francis, ISSN 0735-9683, ZDB-ID 639428-0. - Vol. 31.2014, 2, p. 115-135
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Subject: | analogical processing | metaphors | direct-to-consumer advertising | expertise effects | health care knowledge | Werbewirkung | Advertising effects | Arzneimittel | Pharmaceuticals | Werbung | Advertising | Experten | Experts | Direktmarketing | Direct marketing | Pharmaindustrie | Pharmaceutical industry | Gesundheitsversorgung | Health care |
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