Metaphor and multisensoriality drive appreciation in print advertising: an experimental study of visual and linguistic synaesthetic metaphors
The use of metaphors, whether linguistic or visual, has been shown to enhance advertisement effectiveness, and sensory marketing research highlights the positive effects of appealing to consumers’ sensory perception. Synaesthetic metaphors, which involve metaphor and sensory experiences, are ideal f...
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| Autors principals: | , , , |
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| Format: | Artigo |
| Idioma: | Inglês |
| Publicat: |
Cambridge University Press
2026-01-01
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| Col·lecció: | Language and Cognition |
| Matèries: | |
| Accés en línia: | https://www.cambridge.org/core/product/identifier/S1866980825100525/type/journal_article |
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