Chapter 5 Communicating the Country-of- Origin in Advertising

This chapter argues for the significance of semiotic organisation of messaging in communicating the country-of-origin (COO) of a brand in advertising, and ultimately–brand itself. The author analyses persuasive structures of human thought used in visual advertising. Metaphorical thinking, narrativi...

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Dades bibliogràfiques

Autor principal:	Szczęsna, Ewa
Format:	Online
Idioma:	anglès
Publicat:	Taylor & Francis 2023
Matèries:	COO, consumer ethnocentrism, country of origin, country of origin effect, international marketing
Accés en línia:	https://library.oapen.org/handle/20.500.12657/76818
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