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Psycholinguistic phenomena in marketing communications.

0805856900

Psycholinguistic phenomena in marketing communications.

Ed. by Tina M. Lowrey.

Lawrence Erlbaum

2007

292 pages

$99.95

Hardcover

P37

Twenty-three international academics contribute 13 chapters applying psycholinguistic theories to marketing communications phenomena, ranging from analyses of single letters and words, to sentences, to bodies of text. Coverage includes the impact of single letters on perceptions of taste and brand preference, the mental representation of brand names, the effects of phonetic symbolism in brand names, brand name translations in international marketing, the role of the sentence in copy effectiveness, the use and abuse of polysemy, the role of conceptual metaphor in shaping marketing communications about exercise, emotional responses to plot in ad narratives, the power of myth in advertising, effects of voiceovers in broadcast advertising, and the processing of advertising texts by fluent bilinguals. For students and scholars in advertising, anthropology, cognitive psychology, communications, linguistics, marketing, social psychology, and sociology.

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Publication:Reference & Research Book News
Article Type:Book review
Date:May 1, 2007
Words:157
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