External and Internal Context in the Coherence of Advertisement: An Empirical Study on the Affect to the Ad and Brand

作者: Alicja Grochowska , Andrzej Falkowski

DOI: 10.1007/978-3-658-18731-6_8

关键词:

摘要: Advertisements never appear in isolation, instead, they are always embedded a specific context. On the one hand, advertisements have external context, which is what surrounds ad (the content of magazine, TV program, website content), and this context determines how ads perceived, evaluated or remembered (Segev et al., 2014; Janssens 2012; Dahlen 2008; Lee Thorson, Lange, 2004; De Pelsmacker 2002).

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