Eye tracking study of attention to print advertisements: Effects of typeface figuration

The use of rhetorical figures has become a widely-accepted method for capturing attention and positively increasing cognitive effort in print advertisements. So far research studies mostly analyzed the effect of rhetorical figures in the written as well as pictorial elements of an ad. However, there...

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Hoofdauteurs: Irma Puškarević (Auteur), Uroš Nedeljković (Auteur), Vladimir Dimovski (Auteur), Klementina Možina (Auteur)
Formaat: Boek
Gepubliceerd in: Bern Open Publishing, 2016-11-01T00:00:00Z.
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