Who is Afraid of Fear Appeals?: Persuasion and Emotion in Print Advertising

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Institut für Sprachen und Literaturen der Universität Innsbruck, 2005 - Advertising - 175 pages

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Contents

lNTRODUCTlON
7
THE CONCEPT OF PERSUASlON AND lTS FUNCTlON
23
THE CONCEPT OF EMOTlON lTS STATUS AND FUNCTlON
31
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