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Title: Metaphors and length of headlines : Their effect on print advertisements.
Authors: Tan, Dorothy Suan Sim.
Lim, Keok Peng.
Lye, Sook Yee.
Keywords: DRNTU::Business::Advertising
Issue Date: 1998
Abstract: This study examines headlines in print advertisments, specifically how variations in headline length and metaphor usage affect readers' perceptual assessment of the headlines. Seven hypotheses were generated to test the impact of length and/or the use of metaphors on the dependent variables.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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