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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    A Paperback by Paula Pérez Sobrino

    £25.99

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      Book details

      Publisher Cambridge University Press
      Published 4 October 2025
      ISBN-13 9781108461863
      978-1108461863
      ISBN-10 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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