Flying swans: Is the ease with which visual metaphors in advertising are understood indicative of their success?

Autor: Lagerwerf, L., van Mulken, M., Lagerwerf, Jefta B.

Publikováno v: 10th Discourse, Communication and the Enterprise Conference
Lagerwerf, L, van Mulken, M & Lagerwerf, J B 2019, ' Flying swans : Is the ease with which visual metaphors in advertising are understood indicative of their success? ', 10th Discourse, Communication and the Enterprise Conference, Leuven, Belgium, 3/06/19-5/06/19 pp. 61 .

Visual metaphor is often used in advertising, because it allows advertisers to communicate in images a message that is very rich in content and very heavy in implicit meaning without using words. The consumer is invited to interpret a target domain i

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https://research.vu.nl/en/publications/99a7a2be-c34a-4f5e-8f1d-e5db93b94b46