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sincere gratitude goes to my family, all my friends, and fellow students for their love,
inspiration and support.
EXECUTIVE SUMMARY
Brand personality is one of the core dimensions of brand equity. Brand personality
refers to the emotional side of a brand image. It is created by all experiences of
consumers with a brand, but advertising plays a dominant role in personality creation.
In this paper I explore the ways that brand personality is created through the design
of printed advertisements. The research is based on advertisements of fashion
brands and food & drink brands. Understanding how brand personality is created
through advertising design is essential for the improvement of the design and thus
the effectiveness of communication between the advertising agency and client
partnership...
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