Joint article of Dr Molly Pan and Prof. Dennis Tay Recognised as an Editors’ Choice Article in Lingua
Research & Scholarly Activities
An article written by Dr Molly Pan and Prof. Dennis Tay of the Department of English and Communication, “The effectiveness of metaphors in Chinese video advertisements for depression: An experimental study”, has been recognised as an Editors’ Choice article in Lingua, a Science Direct journal of Elsevier.
This research paper delves into the uncharted territory of the impact of metaphors in video advertisements for depression-related products. The study explores how metaphors can shape viewers' perceptions, cognitive and affective elaboration, attitudes towards the advertisement, and even their purchase intentions. Click HERE to read the article.
