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 Mon 8 Jun 2026.

    A Paperback by Paula Pérez Sobrino

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      View other formats and editions of Unpacking Creativity by Paula Pérez Sobrino

      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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