Evaluation in Advertising Reception

Bullo Stella, 2014

Overview

This book delves into the reception of advertisements, specifically those that leverage shared cultural knowledge by re-contextualizing it. It investigates how viewers comprehend such advertisements and analyzes their inherent persuasive capabilities. The study is situated within the broader field of reception studies, offering insights into the cognitive and linguistic processes involved in advertising interpretation.

Who it's for

• Students and researchers in advertising, marketing, and communication studies.
• Professionals interested in the socio-cognitive aspects of consumer perception.
• Academics focusing on linguistic analysis of media.

Key features

• Language: English
• Pages: 207
• Binding: Softcover
• ISBN: 9781349468362
• Publisher: Springer
• Year: 2014