A cross-cultural study of contradictory propositions in advertisements & the implications for comparative advertising
This dissertation examined the efficacy of using contradictory propositions as a communication tool in advertising content targeted at East Asians.
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Theses and Dissertations |
| Language: | English |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/7632 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | This dissertation examined the efficacy of using contradictory propositions as a communication tool in advertising content targeted at East Asians. |
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