The Message is in the Metaphor: Assessing the Comprehension of Metaphors in Advertisements
Tom Reichert, Susan E. Morgan
págs. 1-12
Ronald Faber
pág. 1
The Sleeper Effect and Negative Political Advertising
Spencer F. Tinkham, Ruth Ann Weaver Lariscy
págs. 13-30
págs. 31-46
Building Brand Image Through Event Sponsorship: The Role of Image Transfer
Kevin P. Gwinner, John Eaton
págs. 47-57
James W. Gentry, Fredric Kropp
págs. 59-73
Mel Prince, Mark Davies
págs. 75-89
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