2017
DOI: 10.1166/asl.2017.7133
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Building a Positive Brand Image Through Advertisement

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“…Like interpersonal communication, which can be self-deprecating or self-enhancing (Martin et al , 2003; Skaalvik, 1997), advertising also has these two presentation styles. The self-presentation of an advertisement conveys a product promise or image across the social domains of popular culture and mass media (Oscario et al , 2017). Although self-deprecating advertising uses a realistic or sometimes derogatory description to poke fun at or belittle the advertised product, it can be useful to attract consumer attention under certain circumstances (Gong and Li, 2017).…”
Section: Introductionmentioning
confidence: 99%
“…Like interpersonal communication, which can be self-deprecating or self-enhancing (Martin et al , 2003; Skaalvik, 1997), advertising also has these two presentation styles. The self-presentation of an advertisement conveys a product promise or image across the social domains of popular culture and mass media (Oscario et al , 2017). Although self-deprecating advertising uses a realistic or sometimes derogatory description to poke fun at or belittle the advertised product, it can be useful to attract consumer attention under certain circumstances (Gong and Li, 2017).…”
Section: Introductionmentioning
confidence: 99%