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Can I read Advertising montage: Two theoretical perspectives on EtoBox?
Advertising montage: Two theoretical perspectives by Val Larsen; Newell D. Wright; Thomas Robert Hergert is a Business, Management and Accounting article available to read on EtoBox.
What is Advertising montage: Two theoretical perspectives about?
## Abstract Building upon structuralist and phenomenological theories, this article explores the effects of video montage—camera cuts in particular—on the appeal and persuasiveness of television advertisements. The article proposes a structuralist method for objectively describing ad form and tests well‐known theories propounding that responses to a stimulus are a function of boredom and confusion. Camera cuts, boredom, and confusion were all found to affect subjects' attitude toward the ad. © 2004 Wiley Periodicals, Inc.
Who reads Advertising montage: Two theoretical perspectives?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- Val Larsen; Newell D. Wright; Thomas Robert Hergert
- Publisher
- John Wiley and Sons; Wiley (John Wiley & Sons); John Wiley & Sons Inc.; Wiley (ISSN 0742-6046)
- Published
- 2003
- Language
- EN
- Field
- Business, Management and Accounting (Social Sciences)
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