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

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      NBS-THESES_549.pdf (773.5Kb)
      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
      Collections
      • NBS Theses

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