Nostalgic advertisements in multicultural Malaysia: a multimodal analysis
Advertisements that feature nostalgia as a theme have been highly successful in their ability to evoke an emotional reaction in consumers thus connecting them to the brand and product being advertised. Nostalgic advertisements are memorable as they prompt consumers to draw from their own past experi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia,
2017.
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| Online Access: | Get fulltext |