Metaphors and length of headlines : Their effect on print advertisements.

• Main Authors: Tan, Dorothy Suan Sim., Lim, Keok Peng., Lye, Sook Yee.
• Other Authors: F2511080M
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/10756
• Institution: Nanyang Technological University

This study examines headlines in print advertisments, specifically how variations in headline length and metaphor usage affect readers' perceptual assessment of the headlines. Seven hypotheses were generated to test the impact of length and/or the use of metaphors on the dependent variables.