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Generating ideas for pictorial advertisements : starting with pictorial metaphors

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Figure

Fig. 2.1: Model of advertising communication. Adapted from Wells, Burnett and Moriarty (2003)
Fig. 2.2: Model of processing advertisements.
Fig. 2.4: Top-left: ad for ready-cooked spaghetti in the 1930s; top-right: ad for
Fig. 2.5: Typology of visual rhetoric figures in advertising. Source: Phillips and McQuarrie (2004)
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