The occurrence and effects of verbal and visual anchoring of tropes on the perceived comprehensibility and liking of TV commercials
Renske van Enschot and Hans Hoeken
| Year of publication: |
2015
|
|---|---|
| Authors: | Enschot, Renske van ; Hoeken, Hans |
| 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. 44.2015, 1, p. 25-36
|
| Subject: | Fernsehwerbung | Television advertising | Rhetorik | Rhetoric | Werbewirkung | Advertising effects | Niederlande | Netherlands |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010503341