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Unpacking Creativity

- The Power of Figurative Communication in Advertising
Engelsk Hardback

Unpacking Creativity

- The Power of Figurative Communication in Advertising
Engelsk Hardback

1.016 kr
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Om denne bog
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.
Product detaljer
Sprog:
Engelsk
Sider:
322
ISBN-13:
9781108473538
Indbinding:
Hardback
Udgave:
ISBN-10:
1108473539
Udg. Dato:
2 sep 2021
Længde:
20mm
Bredde:
156mm
Højde:
234mm
Forlag:
Cambridge University Press
Oplagsdato:
2 sep 2021
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