Description

Book Synopsis
Drawing on the results of empirical research across a number of authentic advertisements from around the world, this book presents a comprehensive analysis of the persuasive power of figurative communication in advertising, and explores their impact on comprehension, effectiveness, appreciation and arousal of emotion in multicultural audiences.

Unpacking Creativity

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Order before 4pm today for delivery by Sat 20 Dec 2025.

A Paperback by Paula Pérez Sobrino

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    Publisher: Cambridge University Press
    Publication Date: 4/10/2025
    ISBN13: 9781108461863, 978-1108461863
    ISBN10: 1108461867
    Also in:
    Cognitivism, cognitive theory

    Description

    Book Synopsis
    Drawing on the results of empirical research across a number of authentic advertisements from around the world, this book presents a comprehensive analysis of the persuasive power of figurative communication in advertising, and explores their impact on comprehension, effectiveness, appreciation and arousal of emotion in multicultural audiences.

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