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【With the same author name:【Chen Xianglan】 Found 2 articles】 /Page Order by: Asce Desc

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| F270

Eye-Tracking Studies in Visual Marketing: Review and Prospects

Yu Hang, Xie Yi, Chen Xianglan

Visual marketing is the strategic utilization of commercial and non-commercial visual signs and symbols by firms in order to deliver useful and desirable messages and experiences to consum...

First published at: Dec 01, 2018

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doi:10.16538/j.cnki.fem.2018.12.007

Foreign Economics & Management, Vol. 40, Issue 12, pp. 98 - 108,124

| F270

Implicit or Explicit: Literature Review and Prospects of Research on the Effects of Advertising Metaphors

Yu Hang, Chen Xianglan

Metaphorical advertisements are those mainly relying on the usage of metaphors to deliver the advertising appeal. They are contrasted to non-metaphorical advertisements in which the advert...

First published at: Oct 01, 2018

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doi:10.16538/j.cnki.fem.2018.10.005

Foreign Economics & Management, Vol. 40, Issue 10, pp. 54 - 65

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