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Social appeals in TV commercials: the Christmas messages of Portuguese brands

Silva, Sónia; Ribeiro , Fábio

Television still represents an important part of the Advertising investment of many Portuguese brands. Focusing on data about the impact of television on the brands’ Advertising budget and having the Christmas season as context, characterized by strong investment in Advertising campaigns, this study seeks to answer the following question: what kind of appeals are conveyed in the Christmas adverts of the brands ...

Date: 2024   |   Origin: Rotura - Revista de Comunicação, Cultura e Artes
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