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Measuring literalism and symbolism in advertisements : scale development and validation

van Dessel, Maria (2011) Measuring literalism and symbolism in advertisements : scale development and validation. In The Proceedings of the American Academy of Advertising (AAA) 2011 Asia-Pacific Conference, American Academy of Advertising (AAA) , Brisbane, QLD.

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      Abstract

      A basic element in advertising strategy is the choice of an appeal. Many researchers have studied communication message form and specifically forms of literalism and symbolism, or some variation. The motives for such study are grounded in increasing the effectiveness of commercial communication messages, especially advertising messages. Advertising research studies typically use forms of literalism (e.g. informativeness) or symbolism (e.g. metaphoric, tropes, schemes figures of speech, and rhetorical figures) as independent variables and compare these against one or more of the traditional advertising effectiveness measures as dependent variable(s). The main challenge in assessing the effectiveness of literalism or symbolism in message content is the discreet identification of the construct. However, no standard, empirically-tested measure was located in the literature.

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      ID Code: 53358
      Item Type: Conference Paper
      Keywords: Literalism, Symbolism , Advertisements, Scale Development , Validation
      Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Measurement (150504)
      Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Research Methodology (150505)
      Divisions: Current > QUT Faculties and Divisions > QUT Business School
      Current > Schools > School of Advertising, Marketing & Public Relations
      Copyright Owner: Copyright 2012 Maria VAN Dessel
      Deposited On: 29 Aug 2012 08:23
      Last Modified: 14 Oct 2012 13:24

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