Essays about: "an unexpected tale"
Found 1 essay containing the words an unexpected tale.
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1. An Unexpected Tale - A study of incongruity effects on storytelling in advertising
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : This thesis investigates the effects brand incongruity has on advertising effectiveness for story-based communication. The role of ad-brand incongruity has been tested for argumentative advertising before. However, there still exist some knowledge gaps, one of them being how incongruity relates to corporate storytelling. READ MORE
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