The interplay between consumer self-view, cognitive style, and creative visual metaphors in print advertising
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DOI: 10.1080/13527266.2016.1197296
Abstract: Abstract This paper examines the use of an advertising rhetoric technique – visual metaphor, and its persuasion effects in light of consumers’ cultural and individual dispositional characteristics when processing visually relational information. Of particular interest… read more here.
Keywords: visual metaphors; advertising; metaphors print; print advertising ... See more keywords