Classical Rhetoric and Storytelling in Advertising Praxis
Based on the observation that storytelling has acquired a new centrality in the advertising strategies, which success can be explained by the growing importance on the brand communication in prejudice of the product’s unidirectional advertisement (Baynast & Lendrevie, 2014; Baynast et al., 2018;...
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| Publicado en: | URI:https://journals.openedition.org/cs, |
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| Autor principal: | |
| Formato: | Article ou chapitre numérique |
| Lenguaje: | Anglais |
| Publicado: |
Comunicação e sociedade
2022
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| Acceso en línea: | Accès Université d'Orléans et IFPM |