How different rhetorical figures in Chinese advertising copy affect mental imagery, emotional responses, and memory
This study explores the effect of two different rhetorical tropes, metaphor and metonymy, on mental imagery, pleasure, and memory in Chinese advertising copy. It extends previous research on the effects of different rhetorical tropes on advertising efficacy. One hundred and eleven Chinese adults vie...
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| Autori principali: | , |
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| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
Elsevier
2026-03-01
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| Serie: | Acta Psychologica |
| Soggetti: | |
| Accesso online: | http://www.sciencedirect.com/science/article/pii/S0001691826001836 |
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