𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Theoretical Perspectives


Book ID
111216309
Publisher
John Wiley and Sons
Year
1977
Tongue
English
Weight
517 KB
Volume
47
Category
Article
ISSN
0038-0245

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## Abstract Building upon structuralist and phenomenological theories, this article explores the effects of video montageβ€”camera cuts in particularβ€”on the appeal and persuasiveness of television advertisements. The article proposes a structuralist method for objectively describing ad form and tests