La créativité verbale comme valeur ajoutée du message publicitaire: perceptions et usages des figures de rhétorique par les professionnels de la publicité

Piontek Valentin, Marie-Christine Lichtlé () and Sarah Mussol ()
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Piontek Valentin: MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier, UM - Université de Montpellier
Marie-Christine Lichtlé: MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier, UM - Université de Montpellier
Sarah Mussol: MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier, UM - Université de Montpellier

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Date: 2024-06-05
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Published in 40ème Congrès de l’Association Française du Marketing, Jun 2024, Paris, France

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