Browsing Thesis and Dissertations by Author "Khandeparkar, Kapil"
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Let's Put a Smile on that Face: A Study on the Embeddedness of Humorous Advertisements
Khandeparkar, Kapil (2016)The phenomenon of embeddedness has implications in the field of advertising, as the context in which ads are shown is one of the salient factors influencing their evaluation. The affect transfer hypothesis and 'mood as ...