Hyperboles in advertising : a serial mediation of incongruity and humour
Ying Huang
| Year of publication: |
2020
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|---|---|
| Authors: | Huang, Ying |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 39.2020, 5, p. 719-737
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| Subject: | Humour | incongruity | product belief | rhetorical figure | visual hyperbole | Werbewirkung | Advertising effects | Werbung | Advertising | Humor | Theorie | Theory | Mediation |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2019.1686331 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012260254