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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.
250 pages, Worked examples or Exercises
| Medios de comunicación | Libros Hardcover Book (Libro con lomo y cubierta duros) |
| Publicado | 2 de septiembre de 2021 |
| ISBN13 | 9781108473538 |
| Editores | Cambridge University Press |
| Páginas | 322 |
| Dimensiones | 156 × 234 × 20 mm · 569 g (Peso (estimado)) |
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