Happy is Up: How Deep-Rooted Metaphors Influence the Effectiveness of Tourism- Related Print Ads? (Conference presentation)
Gkiouzepas, L/ Sarmaniotis, C/ Papaioannou, E/ Assimakopoulos, C./ Γκιουζέπας, Λ/ Σαρμανιώτης, Χ./ Παπαιωάννου, Ε./ Ασσημακόπουλος, Χ.
Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Gkiouzepas, L | en |
| dc.contributor.author | Sarmaniotis, C | en |
| dc.contributor.author | Papaioannou, E | en |
| dc.contributor.author | Assimakopoulos, C. | en |
| dc.contributor.other | Γκιουζέπας, Λ | el |
| dc.contributor.other | Σαρμανιώτης, Χ. | el |
| dc.contributor.other | Παπαιωάννου, Ε. | el |
| dc.contributor.other | Ασσημακόπουλος, Χ. | el |
| dc.date.accessioned | 2016-05-27T14:16:26Z | - |
| dc.date.available | 2016-05-27T14:16:26Z | - |
| dc.identifier.citation | International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece | - |
| dc.identifier.uri | http://195.251.240.227/jspui/handle/123456789/1204 | - |
| dc.description | Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012 | - |
| dc.format.extent | 574kb | - |
| dc.relation.ispartof | International Conference on Contemporary Marketing Issues (ICCMI) | - |
| dc.rights | Default License | - |
| dc.rights | Το τεκμήριο πιθανώς υπόκειται σε σχετική με τα Πνευματικά Δικαιώματα νομοθεσία | - |
| dc.rights | This item is probably protected by Copyright Legislation | - |
| dc.source.uri | http://195.251.240.227/jspui/handle/123456789/1176 | - |
| dc.source.uri | http://www.mba.teithe.gr/wp-content/uploads/courses/ICCMI2012CONFERENCEPROCEEDINGS.pdf | - |
| dc.subject | Κατευθυνόμενη αλιγορία | en |
| dc.subject | print advertising | en |
| dc.subject | ad liking | en |
| dc.subject | comprehension | en |
| dc.subject | hospitality and tourism industry | en |
| dc.subject | Έντυπη διαφήμιση | el |
| dc.subject | Κατανόηση | el |
| dc.subject | Φιλοξενία και τουριστική βιομηχανία | el |
| dc.title | Happy is Up: How Deep-Rooted Metaphors Influence the Effectiveness of Tourism- Related Print Ads? | - |
| heal.type | conferenceItem | - |
| heal.type.en | Conference presentation | en |
| heal.dateAvailable | 2016-05-27T14:17:26Z | - |
| heal.language | en | - |
| heal.access | free | - |
| heal.recordProvider | Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων | el |
| heal.publicationDate | 2012-06 | - |
| heal.bibliographicCitation | Gkiouzepas, L., Sarmaniotis, C., Papaioannou, E., Assimakopoulos, C. 2012, 'Happy is Up: How Deep-Rooted Metaphors Influence the Effectiveness of Tourism- Related Print Ads?', ICCMI, 13 – 15 June 2012 Thessaloniki, Greece, Alexander Technological Educational Institute (ATEI) of Thessaloniki, Thessaloniki, pp. 156-162. | - |
| heal.abstract | Lakoff and Johnson (1980) proposed that metaphors are not, as most people might think, a matter of words. They suggest that the way we think, what we experience, how we act, or even how we relate to other people is to a great extent a matter of metaphor - our conceptual system is essentially metaphorical in nature. However, we are not normally aware of our conceptual system or of the way this system is being structured. Many of the individual expressions we use in our everyday communication are rooted in metaphorical concepts. Orientational metaphor is such a type of conceptual metaphor. Orientational metaphor gives a spatial orientation to a concept, for example, “happy is up”. The present research demonstrates that when the position of an advertising headline is in accordance with its corresponding orientational metaphor, it has a positive impact on such important consumer responses as liking and comprehension. | en |
| heal.publisher | Bucks New University | en |
| heal.publisher | Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing | en |
| heal.fullTextAvailability | true | - |
| heal.conferenceName | International Conference on Contemporary Marketing Issues (ICCMI) | en |
| heal.conferenceItemType | full paper | - |
| heal.type.el | Δημοσίευση σε συνέδριο | el |
| Appears in Collections: | ICCMI (2012) | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Gkiouzepas_Sarmaniotis_Papaioannou_Assimakopoulos_Happy_is_Up_How_ Deep-Rooted.pdf | 573.04 kB | Adobe PDF | View/Open |
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