Metaphors and Body Copy in Online Advertising Effectiveness-Reference-Cited by-同舟云学术

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Metaphors and Body Copy in Online Advertising Effectiveness

Published:2021-04-22 Issue:5 Volume:27 Page:642-672
ISSN:1049-6491
Container-title:Journal of Promotion Management
language:en
Short-container-title:Journal of Promotion Management

Author:

Hatzithomas Leonidas¹^ORCID,Manolopoulou Aikaterini²,Margariti Kostoula³,Boutsouki Christina³,Koumpis Dimitrios⁴

Affiliation:

1. University of Macedonia, Department of Business Administration, Thessaloniki, Greece

2. Aristotle's University of Thessaloniki, Department of Informatics, Thessaloniki, Greece

3. Aristotle's University of Thessaloniki, Department of Economics, Thessaloniki, Greece

4. University of Macedonia, Thessaloniki, Greece

Publisher

Informa UK Limited

Subject

Marketing

Link

https://www.tandfonline.com/doi/pdf/10.1080/10496491.2021.1880520

Reference88 articles.

1. Advertising visuals in global brands’ local websites: a six-country comparison

2. Applegate, E. (2005). Strategic copywriting: How to create effective advertising (2nd ed.). Rowman & Littlefield.

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1. Unveiling Gender Differences in Visual Metaphor Interpretation in Indian Banking Print Advertising;Archives of Design Research;2024-08-31

2. Does linguistic diversity make destinations more sophisticated? Exploring the effects on destination personality;Journal of Destination Marketing & Management;2024-03

3. Visual metaphors in advertising: An interplay of visual structure, visual context, and conceptual tension;Journal of Marketing Communications;2023-02-13

4. MULTIMODAL ADVERTISING: SEMIOTIC AND COGNITIVE-PRAGMATIC ASPECTS;Mìžnarodnij fìlologìčnij časopis;2023

5. Is Repetition Really the Key to Success? The Impact of Ad Repetition and the Power of “Likes” on Facebook;Journal of Interactive Advertising;2022-08-11

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