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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Bibliographic Details
Main Authors:	Aparna Rao, Xu, Ling Xiang, Wu, Yun Yuan
Other Authors:	Marshall, Roger
Format:	Theses and Dissertations
Language:	English
Published:	2008
Subjects:	DRNTU::Business::Advertising::Advertising method
Online Access:	http://hdl.handle.net/10356/7632
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Institution:	Nanyang Technological University
Language:	English

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spelling	sg-ntu-dr.10356-76322024-01-12T10:29:26Z A cross-cultural study of contradictory propositions in advertisements & the implications for comparative advertising Aparna Rao Xu, Ling Xiang Wu, Yun Yuan Marshall, Roger Nanyang Business School DRNTU::Business::Advertising::Advertising method This dissertation examined the efficacy of using contradictory propositions as a communication tool in advertising content targeted at East Asians. Master of Business Administration (Marketing) 2008-09-18T07:48:45Z 2008-09-18T07:48:45Z 2002 2002 Thesis http://hdl.handle.net/10356/7632 en Nanyang Technological University 34 p. application/pdf
institution	Nanyang Technological University
building	NTU Library
continent	Asia
country	Singapore Singapore
content_provider	NTU Library
collection	DR-NTU
language	English
topic	DRNTU::Business::Advertising::Advertising method
spellingShingle	DRNTU::Business::Advertising::Advertising method Aparna Rao Xu, Ling Xiang Wu, Yun Yuan A cross-cultural study of contradictory propositions in advertisements & the implications for comparative advertising
description	This dissertation examined the efficacy of using contradictory propositions as a communication tool in advertising content targeted at East Asians.
author2	Marshall, Roger
author_facet	Marshall, Roger Aparna Rao Xu, Ling Xiang Wu, Yun Yuan
format	Theses and Dissertations
author	Aparna Rao Xu, Ling Xiang Wu, Yun Yuan
author_sort	Aparna Rao
title	A cross-cultural study of contradictory propositions in advertisements & the implications for comparative advertising
title_short	A cross-cultural study of contradictory propositions in advertisements & the implications for comparative advertising
title_full	A cross-cultural study of contradictory propositions in advertisements & the implications for comparative advertising
title_fullStr	A cross-cultural study of contradictory propositions in advertisements & the implications for comparative advertising
title_full_unstemmed	A cross-cultural study of contradictory propositions in advertisements & the implications for comparative advertising
title_sort	cross-cultural study of contradictory propositions in advertisements & the implications for comparative advertising
publishDate	2008
url	http://hdl.handle.net/10356/7632
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A cross-cultural study of contradictory propositions in advertisements & the implications for comparative advertising

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