What makes an ad enjoyable? Analysing advertising appeals as viewed by Portuguese consumers
Nowadays, consumers are faced with a variety of media that convey myriad advertising messages, which struggle amidst a highly competitive environment, with a view to drawing the viewers’ attention, raising awareness, creating interest and inspiring desire and, ultimately, leading to the p...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Alicante
2012-12-01
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| Series: | Revista Mediterránea de Comunicación |
| Online Access: | https://www.mediterranea-comunicacion.org/article/view/2012-v3-n2-what-makes-an-ad-enjoyable-analysing-advertising-appeals-as-viewed-by-portuguese-consumers |