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How different rhetorical figures in Chinese advertising copy affect mental imagery, emotional responses, and memory

Lan Wang1, Kevin Wise2

  • 1School of Culture & Law, Fujian Polytechnic Normal University, Fuzhou, China.

Acta Psychologica
|February 5, 2026
PubMed

Keywords:
Advertising copyConsumer psychologyMental imageryMetaphorMetonymyRhetorical figures

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