The Repetition-Break Plot Structure Makes Effective Television Advertisements
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چکیده
منابع مشابه
The Repetition-Break Plot Structure Makes Effective Television Advertisements
The plot structure in television advertisements can enhance consumers’ brand attitudes and foster increasing consumer and industry recognition. A corpus analysis of contemporary television advertisements shows that advertisements using the repetition-break plot structure are a small percentage of television advertisements but a large percentage of Clio and Effie award–winning advertisements. Th...
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ژورنال
عنوان ژورنال: Journal of Marketing
سال: 2011
ISSN: 0022-2429,1547-7185
DOI: 10.1509/jmkg.75.5.105