Essays about: "an unexpected tale"

Found 1 essay containing the words an unexpected tale.

  1. 1. An Unexpected Tale - A study of incongruity effects on storytelling in advertising

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Mathilda Eriksson; Kristin Hedlund; [2014]
    Keywords : Advertising Effectiveness; Storytelling; Incongruity; Branding;

    Abstract : 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