Unpacking Creativity The Power of Figurative Communication in Advertising
Paula Pérez Sobrino, Jeannette Littlemore, Samantha Ford
Informasi Umum
Kode
21.21.3014
Klasifikasi
659.1 - Advertising
Jenis
Buku - Elektronik (E-Book)
Subjek
Advertising
No. Rak
Dilihat
149 kali
Informasi Lainnya
Abstraksi
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.
- DAI3F2 - ADVERTISING DAN MEDIA DASAR
- DAI3R2 - ADVERTISING DAN MEDIA LANJUT
- DAI3B4 - STUDIO ADVERTISING 3 (SOFTSELL + HARD SELL)
- DAI3L4 - STUDIO ADVERTISING 4 (DIGITAL MEDIA)
- DAI4C4 - STUDIO ADVERTISING 5 (PRA TA)
Koleksi & Sirkulasi
Tersedia 1 dari total 1 Koleksi
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Pengarang
| Nama | Paula Pérez Sobrino, Jeannette Littlemore, Samantha Ford |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Cambridge University Press |
| Kota | New York |
| Tahun | 2021 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
