Making ads less complex, yet more creative and persuasive : the effects of conventional metaphors and irony in print advertising
Christian Burgers, Elly A. Konijn, Gerard J. Steen and Marlies A.R. Iepsma
| Year of publication: |
2015
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| Authors: | Burgers, Christian ; Konijn, Elly ; Steen, Gerard ; Iepsma, Marlies A. R. |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 34.2015, 3, p. 515-532
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| Subject: | print advertising | rhetoric | metaphors | irony | conventionality | experiments | Printwerbung | Print advertising | Werbewirkung | Advertising effects | Werbung | Advertising | Kreativität | Creativity | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2014.996200 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011546633