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Literal and abstract metaphorical framing in public welfare lottery advertising: cognitive and affective responses in welfare communication

Year: 2026

Type: article

Source: Journal of Social Marketing

DOI: 10.1108/jsocm-01-2026-0007

Authors: Po-Chan Yeh, YaShan Chang

Institution: National Taipei University of Business

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7225346645

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Cites: 19

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Related to: 10