Brunzel, Johannes; von der Oelsnitz, Dietrich - In: Corporate Communications: An International Journal 27 (2021) 1, pp. 34-52
Purpose: The so-called vividness effect, painting a verbal picture to an audience and a key element of charismatic rhetoric, provides opportunities to make corporate communication more persuasive. The article seeks to provide evidence regarding: (1) the presence of the effect in written,...
