The occurrence and effects of verbal and visual anchoring of tropes on the perceived comprehensibility and liking of TV commercials

Renske van Enschot and Hans Hoeken

Year of publication:	2015
Authors:	Enschot, Renske van ; Hoeken, Hans
Published in:	Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 44.2015, 1, p. 25-36
Subject:	Fernsehwerbung \| Television advertising \| Rhetorik \| Rhetoric \| Werbewirkung \| Advertising effects \| Niederlande \| Netherlands

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