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Title: A cross-cultural study of contradictory propositions in advertisements & the implications for comparative advertising
Authors: Aparna Rao
Xu, Ling Xiang
Wu, Yun Yuan
Keywords: DRNTU::Business::Advertising::Advertising method
Issue Date: 2002
Abstract: This dissertation examined the efficacy of using contradictory propositions as a communication tool in advertising content targeted at East Asians.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Theses

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