The relationship between culturally-driven self- construal and consumers’ comprehension of three styles of visual metaphors in print advertising

The relationship between culturally-driven self- construal and consumers’ comprehension of three styles of visual metaphors in print advertising

As the advertising industry becomes a mature market, the advertising should not only consider about the consumer groups and the overseas markets, but also consider how to stand out from the similar competitors. As a result, creative message strategies are employed more often in print advertisements...

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Bibliographic Details
Main Author: Zhong, Yue
Format: Dissertation (University of Nottingham only)
Language:English
Published: 2017
Online Access:https://eprints.nottingham.ac.uk/45857/

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