Can a word paint a thousand pictures? Brand- evoked mental imagery in advertising
In this research we have used the logo as stimuli to test the brand-evoked mental imagery effect. According to the Dual Coding Theory, familiar brands facilitate additional pathways –visual and verbal– to retrieve arguments to build mental imagery; therefore, brand stimuli in advertising connects c...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Pontificia Universidad Católica de Chile
2021-01-01
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| Series: | Cuadernos.info |
| Subjects: | |
| Online Access: | https://cuadernos.info/index.php/cdi/article/view/27887 |
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