|
Books > Business & Economics > Business & management > Sales & marketing > Advertising
|
Buy Now
Unpacking Creativity - The Power of Figurative Communication in Advertising (Hardcover)
Loot Price: R3,118
Discovery Miles 31 180
|
|
|
Unpacking Creativity - The Power of Figurative Communication in Advertising (Hardcover)
Expected to ship within 12 - 19 working days
|
Figurative communication (the use of metaphor, metonymy, hyperbole
and irony) provides economy of expression, clarity, persuasiveness,
politeness, evaluation, and communication of emotions. However, it
also increases the potential for misunderstanding in situations
when people lack shared background knowledge. This book combines
theoretical frameworks with empirical studies that measure the
effectiveness of different approaches to the use of figurative
language in advertisements, to show how to maximise the benefits of
creative metaphor and metonymy in global advertising. It highlights
how subtle differences in colour, layout, and combinations of
different kinds of figurative language affect the reception and
appreciation of creative advertising, shedding new light on the
nature of figurative communication itself. With a balance between
theory, experiments and practical case studies, this book is
accessible for academics in linguistics and communication studies,
as well as advertising and marketing professionals.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
|
You might also like..
|
Email address subscribed successfully.
A activation email has been sent to you.
Please click the link in that email to activate your subscription.
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
