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Emotion in Advertising: Theoretical and Practical Explorations Stuart Agres Annotated edition
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Emotion in Advertising: Theoretical and Practical Explorations
Stuart Agres
Some of the key topics include the measurement of mood, emotion and feeling in an advertising context, the effects of mood on recall and advertising effectiveness, the interaction of the message with the emotional make-up of the recipient,and the structural aspects of an ad and how they relate to emotional responses.
269 pages
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