Impact of Print Advertisements by Metaphorical Devices in Visual Images and Headlines on Advertising Effectiveness: Exploring Consumers’ Attitude toward Advertisement, Attitude toward Brand, Advertisement Memory, and Purchase Intention
博士 === 國立臺灣科技大學 === 設計研究所 === 98 === Commonly seen in print advertisements, metaphorical advertising is one of the most common advertising methods used by advertisers and creative people. The tactful and indistinct carrier designs of pictures and text that use analogy mapping and the operation of “A...
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| Format: | Others |
| Language: | zh-TW |
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2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/85436652400977702574 |