Using Drama to Persuade
- 1 December 1989
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 16 (3) , 335-343
- https://doi.org/10.1086/209219
Abstract
Television ads can be classified as either arguments or dramas or hybrids of these forms. We claim that form dimension influences how ads are processKeywords
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