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The Pragma-Dialectical Analysis and Evaluation of Teleological Argumentation in a Legal Context

โœ Scribed by Eveline T. Feteris


Publisher
Springer Netherlands
Year
2008
Tongue
English
Weight
229 KB
Volume
22
Category
Article
ISSN
0920-427X

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Humor is used extensively in advertising, but with mixed results. Drawing on the heuristic systematic model of persuasion, the authors explore a contingency underlying the impact of humorous executions on ad and brand attitudes for a convenience good. Results of a laboratory experiment with print ad