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Emotional persuasion in advertising – analyzing dialectal language, visual images and their interplay in TV commercials
Pajuranta, Katariina
Turun yliopiston julkaisut - Annales Universitatis Turkuensis, Ser. E. : 88 (Turun yliopisto. Turun kauppakorkeakoulu, 13.05.2022)Emotions are gaining ever more traction in marketing research and researchers now broadly recognize the benefits of emotional persuasion. Marketing scholars have become interested in emotions as an aspect of consumer ...