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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Say It without Saying It: How Consumers Interpret “Tropes” in Advertising and Its Impact on Campaign Success
verfasst von : Jamin Gordon, Jun Wu
Erschienen in: Advertising Confluence: Transitioning Marketing Communications into Social Movements
Verlag: Palgrave Macmillan US
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As consumers we are subject to various mediums of advertising including print, radio, and commercials. The going trend in advertising is to have a witty trope or metaphor which appeals to consumers. Each consumer interprets these tropes differently, creating a difference in opinions toward the advertised product. The success of an advertising campaign weighs heavily on how consumers will receive a particular message. This research introduces the RURRAL framework, a new innovative framework which determines if an advertising campaign is successful.