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Publication details [#51063]

Hwai Lee, Yih. 2009. Processing idioms in advertising discourse: Effects of familiarity, literality, and compositionality on consumer ad response. Journal of Pragmatics 41 (9) : 1778–1793.
Publication type
Article in journal
Publication language
English
Place, Publisher
Elsevier

Annotation

This study uses an idiom-processing model to explore the impact of different idiom types on consumer ad recall and attittude responses.