Making ads less complex, yet more creative and persuasive : the effects of conventional metaphors and irony in print advertising
Year of publication: |
2015
|
---|---|
Authors: | Burgers, Christian ; Konijn, Elly ; Steen, Gerard ; Iepsma, Marlies A. R. |
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. 34.2015, 3, p. 515-532
|
Subject: | print advertising | rhetoric | metaphors | irony | conventionality | experiments | Printwerbung | Print advertising | Werbewirkung | Advertising effects | Werbung | Advertising | Kreativität | Creativity | Rhetorik | Rhetoric |
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