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The article discusses the significance of metaphoric advertising, which can enhance consumer engagement by triggering attention, positive feelings, and understanding of complex information. It introduces the Metaphoric Advertising Processing Model (MAP) to address gaps in existing research and outlines the psychological processes involved in comprehending metaphoric ads. The authors provide insights into the effectiveness of metaphoric advertising compared to straightforward advertising and suggest areas fo
- Author
- lizaivantei
- Language
- EN