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Unpacking Creativity de Paula Pérez Sobrino

Unpacking Creativity

Autor Paula Pérez Sobrino, Jeannette Littlemore, Samantha Ford
en Limba Engleză Paperback – 10 apr 2025
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.
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  Cambridge University Press – 10 apr 2025 21676 lei  22-36 zile +1793 lei  6-12 zile
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Specificații

ISBN-13: 9781108461863
ISBN-10: 1108461867
Pagini: 321
Dimensiuni: 152 x 229 x 17 mm
Greutate: 0.43 kg
Ediția:Nouă
Editura: Cambridge University Press

Cuprins

Introduction; Part I. Theoretical Perspectives: 1. The temple of heaven is not China; 2. Is it a bird or is it a chameleon?; 3. Welcome to the black supermarket; 4. I thought they were hairy breasts!; Part II. Empirical Studies: 5. Spiderman or devil horns?; 6. If it's red it must be sport; 7. Curry is yellow in Japan but orange in the US; 8. So real it's scary; 9. Cross-cultural and gender-based variation in the emotional impact and appreciation of marketing videos; 10. Having fun with his custard factory?; 11. What do we now know about the creative use of figurative communication in advertising?

Recenzii

'This book provides an effective analysis of visual and language metaphors and their interaction, informed by astute application of cognitive science to a range of examples from advertising. Students and researchers in communication, linguistics, and cognitive linguistics as well as advertising researchers and practitioners will find the book interesting and informative. It is well-written and readable, and would be an excellent text for an advanced course in advertising, communication, or cognitive linguistics.' Professor L. David Ritchie, Department of Communication, Portland State University