Metaphors and length of headlines : Their effect on print advertisements.
Tan, Dorothy Suan Sim.
Lim, Keok Peng.
Lye, Sook Yee.
Date of Issue1998
College of Business (Nanyang Business School)
This study examines headlines in print advertisments, specifically how variations in headline length and metaphor usage affect readers' perceptual assessment of the headlines. Seven hypotheses were generated to test the impact of length and/or the use of metaphors on the dependent variables.
Final Year Project (FYP)
Nanyang Technological University