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| Author: | Liechtlé, M-C. |
| Title: | The effect of an advertisement's colour and emotions evoked by an ad and attitude towards the ad |
| Journal: | International Journal of Advertising
2007 : VOL. 26:1, p.35-62 |
| Index terms: | advertising attitudes emotions |
| Language: | eng |
| Abstract: | Regardless of its importance, relatively little is known about the influence of colour in advertising. This paper examines the effects of three components of an ads colour (hue, saturation and lightness) on the emotions it evokes and on attitudes towards it. |
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