| Description |
1 online resource (310 pages) |
| Contents |
Preface. T.M. Lowrey, Psycholinguistic Phenomena in Marketing Communications: An Overview.Part I: The Impact of Mere Words-Their Meanings and Sounds. J.Hoegg, J.W. Alba, Linguistic Framing of Sensory Experience: There Is Some Accounting for Taste. P.F.D. Gontijo, S. Zhang, The Mental Representation of Brand Names:Are Brand Names a Class by Themselves? L.J. Shrum, T.M. Lowrey, Sounds Convey Meaning:The Implications of Phonetic Symbolism for Brand Names. S. Zhang, B.H. Schmitt, Phonology and Semantics in International Marketing: What Brand Name Translations Tell Us About Consumer Cognition. D. Lerman, Phonology, Morphology, and Semantics:Towards a Fuller Conceptualization of Brand Name Meaning.Part II: Stringing Words Together-The Importance of Sentences. ; R. Meeds, S.D |
| Notes |
Bradley, The Role of the Sentence and Its Importance in Marketing Communications. C.V. Dimofte, R.F. Yalch, The Use and Abuse of Polysemy in Marketing Communications. B.J. Phillips, E.F. McQuarrie, Road Map or Secret Weapon? The Role of Conceptual Metaphor in Shaping Marketing Communications About Exercise. Part III: Stringing Sentences Together-Text and Narrative Analyses. J.E. Escalas, B.B. Stern, Narrative Structure: Plot and Emotional Responses. R. Adaval, The Role of Language and Images in the Creation and Use of Advertising Myths. S.V. Levi, D.B. Pisoni, Indexical and Linguistic Channels in Speech Perception: Some Effects of Voiceovers on Advertising Outcomes. R. Carroll, D. Luna, L.A. Peracchio, Dual Language Processing of Marketing Communications.Part IV: Afterword . R.S |
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Wyer, Jr., Comprehension Processes in Advertising: Words, Sentences, and Narratives |
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Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force. WlAbNL |
| Form |
Electronic book
|
| Author |
Lowrey, Tina M., editor
|
| ISBN |
9781000149487 |
|
100014948X |
|
0805856900 |
|
9780805856903 |
|
