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- W1599682231 abstract "Not all types of visual metaphors are equally easy to understand. As can be seen in Figures 1 to 3, all ads make use of the same visual metaphor, which suggests that the exclusivity of a pearl is similar to the exclusive taste of the depicted chocolate. However, whereas Figure 1 visually juxtaposes the source (pearl) to the target (chocolate), and Figure 2 combines the target and the source in one pictorial element, Figure 3 only visualizes the source (and leaves the representation of the target to the imagination of the receiver)." @default.
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- W1599682231 date "2013-01-01" @default.
- W1599682231 modified "2023-09-27" @default.
- W1599682231 title "Cultural Differences? Visual Metaphor in Advertising: Comprehension and Tolerance of Ambiguity in Four European Countries." @default.
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- W1599682231 doi "https://doi.org/10.1007/978-3-658-02365-2_27" @default.
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