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| Tekijä: | Wyer, R.S. Jr. |
| Otsikko: | Language and advertising effectiveness: mediating influences of comprehension and cognitive elaboration |
| Lehti: | Psychology & Marketing
2002 : JUL-AUG, VOL. 19:7-8, p. 693-712 |
| Asiasana: | ADVERTISING EFFECTIVENESS COGNITION LANGUAGES |
| Kieli: | eng |
| Tiivistelmä: | Both memory for an advertisement and its impact on attitudes can be influenced by a number of linguistic factors, including the typeface in which the information is presented, familiarity with its semantic features, and syntactic complexity. In the case of bilinguals, more general differences may result from persons' facility with the language in which the information is conveyed. The present article presents a simplified conceptual framework within which these effects can be viewed. |
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