Original paper
The interplay between consumer self-view, cognitive style, and creative visual metaphors in print advertising
Abstract
This paper examines the use of an advertising rhetoric technique – visual metaphor, and its persuasion effects in light of consumers’ cultural and individual dispositional characteristics when processing visually relational information. Of particular interest are the culturally driven self-views and individuals’ cognitive thinking styles. An experimental study involving visual metaphor manipulations in the context of print advertising was...
Paper Details
Title
The interplay between consumer self-view, cognitive style, and creative visual metaphors in print advertising
Published Date
Jun 20, 2016
Volume
25
Issue
3
Pages
229 - 246
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Notes
History