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Keywords: Advertising rhetoric
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (11-12): 1476–1500.
Published: 09 November 2012
... advantages of new, technical, or complex products. Also, effective rhetorical works need not create positive affect. Originality/value Isolating advertising rhetoric effects from liking differences explains anomalies in the literature (e.g. scheme versus trope superiority). To investigate rhetorical...
