Technology advancement has changed shopping activities from offline to online (O2O). Businesses must take advantage of digital technology market their products by creating attractive visual advertising acquire consumers. This study empirically investigates purchase behavior and evaluation Instagram content ads the elements (color, product image, design, typography). A total 496 consumers partic...

This research aimed to review the use of second-person reference in advertisement translation, work out the general rules, and provide guidance to translators. Using second-person reference is common in the advertising discourse. Addressing audiences directly involves their attention and in this way enhances their memorization of the advertised message. Second-person reference can be realized v...