Chapter 8
Figurative complexes in advertising (II)
A cross-cultural investigation into the reception of advertisements
Article outline
- 8.1Introduction
- 8.2Methodology
- 8.2.1Selection of participants and materials
- 8.2.2Selection of the material
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8.2.3Data collection and processing
- 8.2.4Statistical procedures
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8.3Findings and discussion
- 8.3.1Speed of processing
- 8.3.2Perceived persuasive potential
- 8.3.3Number of possible interpretations
- 8.3.4Interim conclusions
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8.3.5Cross-cultural variation
- (a)Speed of comprehension
- (b)Effectiveness
- (c)Number of interpretations
- (d)Content of the interpretations
- 8.4Summary and conclusions
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Notes