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A Model to Classify Television Social Advertisements According to the Use of Positive or Negative Appeals

AuthID
P-00P-FYB

Author(s)

Casais, B

Proenca, JF

Editor(es)

Banks, IB; DePelsmacker, P; Okazaki, S

Tipo de Documento

Proceedings Paper

Year published

2015

Publicado

in ADVANCES IN ADVERTISING RESEARCH, VOL V: EXTENDING THE BOUNDARIES OF ADVERTISING

Páginas: 15-27 (13)

Conference

12Th International Conference on Research in Advertising (Icoria), Date: JUN, 2013, Location: Zagreb Sch Econ & Management, Zagreb, CROATIA, Host: Zagreb Sch Econ & Management

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Publication Identifiers

DOI: 10.1007/978-3-658-08132-4_2

Wos: WOS:000380324900002

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A Model to Classify Television Social Advertisements According to the Use of Positive or Negative Appeals

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A Model to Classify Television Social Advertisements According to the Use of Positive or Negative Appeals

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