Please use this identifier to cite or link to this item: https://doi.org/10.1016/j.pragma.2008.09.034
DC FieldValue
dc.titleProcessing idioms in advertising discourse: Effects of familiarity, literality, and compositionality on consumer ad response
dc.contributor.authorLim, E.A.C.
dc.contributor.authorAng, S.H.
dc.contributor.authorLee, Y.H.
dc.contributor.authorLeong, S.M.
dc.date.accessioned2013-10-09T02:46:18Z
dc.date.available2013-10-09T02:46:18Z
dc.date.issued2009
dc.identifier.citationLim, E.A.C., Ang, S.H., Lee, Y.H., Leong, S.M. (2009). Processing idioms in advertising discourse: Effects of familiarity, literality, and compositionality on consumer ad response. Journal of Pragmatics 41 (9) : 1778-1793. ScholarBank@NUS Repository. https://doi.org/10.1016/j.pragma.2008.09.034
dc.identifier.issn03782166
dc.identifier.urihttp://scholarbank.nus.edu.sg/handle/10635/43827
dc.description.abstractUsing three idiom characteristics (familiarity, literality, and compositionality), an idiom-processing model is advanced and applied to an advertising setting. Specifically, we propose that idioms of varying characteristics lead to one of six processing outcomes that can be differentiated based on processing time and comprehension. Further, we posit that consumers will exhibit different recall and attitude responses for advertisements using different types of idioms. Results from two studies provide some preliminary support for these predictions. Implications of the proposed framework for idiom research as well as for marketing theory and practice are discussed, and future research directions suggested. © 2008 Elsevier B.V. All rights reserved.
dc.description.urihttp://libproxy1.nus.edu.sg/login?url=http://dx.doi.org/10.1016/j.pragma.2008.09.034
dc.sourceScopus
dc.subjectAdvertising
dc.subjectCompositionality
dc.subjectIdiom familiarity
dc.subjectLiterality
dc.typeArticle
dc.contributor.departmentMARKETING
dc.description.doi10.1016/j.pragma.2008.09.034
dc.description.sourcetitleJournal of Pragmatics
dc.description.volume41
dc.description.issue9
dc.description.page1778-1793
dc.identifier.isiut000269094200008
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