Abstract

Emotional responses are an important part in the response to an advert. Often this is related just to the information directly provided but sometimes it relies, either intentionally or not, on information derived from wider social contexts and knowledge. In Appraisal Theory, this part of the process is described as Appreciation. This study considers six adverts and how different parts of Appraisal Theory may be key to their understanding and whether there is a link between advert design and the adopted meaning making process.

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