Interpret me! The interplay between visual metaphors and verbal messages in advertising
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DOI: 10.1080/02650487.2020.1781477
Abstract: Abstract The present research investigates how visual metaphors (that differ in terms of complexity) and verbal messages (that vary in terms of explicitness of explaining the visual metaphors) interactively impact on consumers’ pleasure and ad… read more here.
Keywords: pleasure appreciation; complex visual; visual metaphors; verbal messages ... See more keywords