Openness in metaphorical and straightforward advertisements : appreciation effects
Year of publication: |
2008
|
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Authors: | Lagerwerf, Luuk ; Meijers, Anoe |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 37.2008, 2, p. 19-30
|
Subject: | Kommunikationswissenschaft | Communication science | Werbung | Advertising | Rhetorik | Rhetoric | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Schätzung | Estimation | Niederlande | Netherlands |
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