Browsing Theses and Dissertations (MU) by Identifier "https://hdl.handle.net/10355/49754"
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Native advertising as a storytelling tool : framing of brand messages
(University of Missouri--Columbia, 2015)The given study employed framing theory to analyze the content of 15 pairs of native advertisements and news stories from the New York Times to understand and compare framing of brand messages. Findings concerning framing ...