A cross-cultural study of contradictory propositions in advertisements & the implications for comparative advertising

• المؤلفون الرئيسيون: Aparna Rao, Xu, Ling Xiang, Wu, Yun Yuan
• مؤلفون آخرون: Marshall, Roger
• التنسيق: Theses and Dissertations
• اللغة: English
• منشور في: 2008
• الموضوعات: DRNTU::Business::Advertising::Advertising method
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/7632

This dissertation examined the efficacy of using contradictory propositions as a communication tool in advertising content targeted at East Asians.