A cross-cultural study of contradictory propositions in advertisements & the implications for comparative advertising

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Author
Aparna Rao
Xu, Ling Xiang
Wu, Yun Yuan
Date of Issue
2002
School
College of Business (Nanyang Business School)
Abstract
This dissertation examined the efficacy of using contradictory propositions as a communication tool in advertising content targeted at East Asians.
Subject
DRNTU::Business::Advertising::Advertising method
Type
Thesis
Rights
Nanyang Technological University
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