{"title":"视觉隐喻广告：创意的调节作用和信息性的中介作用","authors":"Muhammad Babar Khan, Ming Turner, Adnan Butt","doi":"10.1080/10641734.2024.2323992","DOIUrl":null,"url":null,"abstract":"The use of visual metaphor is a creative and prevalent practice in the advertising industry, but it poses a significant challenge in terms of understanding the intended advertising message. This st...","PeriodicalId":516870,"journal":{"name":"Journal of Current Issues & Research in Advertising","volume":"22 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Visual Metaphorical Advertising: The Moderating Role of Creativity and the Mediating Role of Informativeness\",\"authors\":\"Muhammad Babar Khan, Ming Turner, Adnan Butt\",\"doi\":\"10.1080/10641734.2024.2323992\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The use of visual metaphor is a creative and prevalent practice in the advertising industry, but it poses a significant challenge in terms of understanding the intended advertising message. This st...\",\"PeriodicalId\":516870,\"journal\":{\"name\":\"Journal of Current Issues & Research in Advertising\",\"volume\":\"22 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-03-18\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Current Issues & Research in Advertising\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/10641734.2024.2323992\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Current Issues & Research in Advertising","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10641734.2024.2323992","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Visual Metaphorical Advertising: The Moderating Role of Creativity and the Mediating Role of Informativeness
The use of visual metaphor is a creative and prevalent practice in the advertising industry, but it poses a significant challenge in terms of understanding the intended advertising message. This st...
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
