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: | Aparna Rao, Xu, Ling Xiang, Wu, Yun Yuan |
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Other Authors: | Marshall, Roger |
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 |
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