Story-telling in advertising across the world: a space for cross-cultural investigation
(2015)
Presentation / Conference Contribution
Penman, C. (2015, November). Story-telling in advertising across the world: a space for cross-cultural investigation. Paper presented at 15th IALIC Conference Intercultural Communication in Social Practice, Beijing, China
In recent years, ‘story-telling’ has increasingly come into the limelight in the context of branding and advertising as marketers try to build emotional connections to their brands. The liminal space between ways to engage the imagination and those n... Read More about Story-telling in advertising across the world: a space for cross-cultural investigation.