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Emotion In Advertising: Theoretical And Practical Explorations-new william Which Occurred Immediately After Nanking'SWritten By Leading Industry Practitioners And Academic Researchers, This Book Explores The Complex Relationship Between Emotion And Advertising. The Chapters Include Both Theoretical And Empirical Papers Representing A Broad Spectrum Of Approaches And Techniques. Some Of The Key Topics Include The Measurement Of Mood, Emotion And Feeling In An Advertising Context, The Effects Of Mood On Recall And Advertising Effectiveness, The Interaction Of The