Browsing Working Papers by Author "Venkatesh, P."
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An Investigation of Incongruency and Distraction Hypotheses: The Context of Dubbed TV Commercials
Venkatesh, P.; Sinha, Piyush Kumar (2009-07-28)When one looks at the Television commercials scene in India, one easily sees three distinct patterns of communication. One is the nation-wide campaigns that are language neutral, meaning, they are purely music based. The ...