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Unpacking Creativity: The Power of Figurative Communication in Advertising Paula Perez Sobrino
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Unpacking Creativity: The Power of Figurative Communication in Advertising
Paula Perez Sobrino
Drawing on the results of empirical research across a number of authentic advertisements from around the world, this book presents a comprehensive analysis of the persuasive power of figurative communication in advertising, and explores their impact on comprehension, effectiveness, appreciation and arousal of emotion in multicultural audiences.
| Medios de comunicación | Libros Paperback Book (Libro con tapa blanda y lomo encolado) |
| Publicado | 10 de abril de 2025 |
| ISBN13 | 9781108461863 |
| Editores | Cambridge University Press |
| Páginas | 321 |
| Dimensiones | 229 × 152 × 20 mm · 462 g |
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