When are photographs or illustrations more effective in public service ads? : the role of visual medium in consumer response toward public service advertisements
Rita Ngoc To
Year of publication: |
2024
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Authors: | To, Rita Ngoc |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 64.2024, 1, p. 80-102
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Subject: | Public service advertisements | visual medium | empathy | prosocial behavior | Werbung | Advertising | Werbewirkung | Advertising effects | Öffentliche Dienstleistung | Public services | Konsumentenverhalten | Consumer behaviour |
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