Literal versus extended symbolic message
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Ian Brennan; Kenneth D. Bahn
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Article
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2006
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John Wiley and Sons
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English
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The authors classify an advertisement as an extended symbolic message (ESM) when the ad's subject and message are presented in a nonliteral format. The study compares the advertising effectiveness of the ESM with that of a literally equivalent message (LEM) when the ESM contains either a salient cue