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Hardcover Unpacking Creativity: The Power of Figurative Communication in Advertising Book

ISBN: 1108473539

ISBN13: 9781108473538

Unpacking Creativity: The Power of Figurative Communication in Advertising

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...

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Format: Hardcover

Condition: New

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