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- PublisherCambridge University Press
- Publication date2021
- ISBN 10 1108473539
- ISBN 13 9781108473538
- BindingHardcover
- Number of pages322
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Unpacking Creativity: The Power of Figurative Communication in Advertising [Hardcover] Pérez Sobrino, Paula; Littlemore, Jeannette and Ford, Samantha
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Unpacking Creativity: The Power of Figurative Communication in Advertising
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Unpacking Creativity: The Power of Figurative Communication in Advertising
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Cambridge University Press
(2021)
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Book Description Hardback. Condition: New. New copy - Usually dispatched within 4 working days. Seller Inventory # B9781108473538
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Unpacking Creativity: The Power of Figurative Communication in Advertising
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(2021)
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Book Description Hardcover. Condition: Brand New. 250 pages. 9.21x6.14x0.79 inches. In Stock. Seller Inventory # x-1108473539
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Unpacking Creativity : The Power of Figurative Communication in Advertising
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(2021)
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Unpacking Creativity (Hardcover)
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Cambridge University Press, Cambridge
(2021)
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Book Description Hardcover. Condition: new. Hardcover. 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. 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. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9781108473538
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Unpacking Creativity: The Power of Figurative Communication in Advertising
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(2021)
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Unpacking Creativity
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Cambridge University Press 2021-09-02, Cambridge, United Kingdom |New York, NY
(2021)
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Book Description hardback. Condition: New. Language: ENG. Seller Inventory # 9781108473538
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Unpacking Creativity : The Power of Figurative Communication in Advertising
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Unpacking Creativity: The Power of Figurative Communication in Advertising
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