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...
में बचाया:
| मुख्य लेखक: | |
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| स्वरूप: | Online |
| भाषा: | अंग्रेज़ी |
| प्रकाशित: |
Taylor & Francis
2023
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| विषय: | |
| ऑनलाइन पहुंच: | https://library.oapen.org/handle/20.500.12657/76818 |
| टैग: |
कोई टैग नहीं, इस रिकॉर्ड को टैग करने वाले पहले व्यक्ति बनें!
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| _version_ | 1869530996610695168 |
|---|---|
| author | Szczęsna, Ewa |
| author_browse | Szczęsna, Ewa |
| author_facet | Szczęsna, Ewa |
| author_sort | Szczęsna, Ewa |
| collection | Directory of Open Access Books |
| description | 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, narrativisation, using stereotypes, mythisation, and the accompanying aestheticisation in advertising become strategies shaping the way consumers perceive products/brands and in consequence– shape purchase intentions. The adoption of these strategies in the semiotic layer of messaging (selection of colours, shapes, chiaroscuro, elements` composition) strengthens their efficiency. Semiotic persuasion allows for the polysensory engagement of the recipient, camouflaging overt persuasion, connect the COO with the target country. With reference to examples of visual advertisements, this chapter discusses the use of properties of the analysed strategies in shaping the persuasive efficiency of advertisements based on the COO effect. It analyses how the social beliefs on the COO represented in the semiotic layer of messaging define a brand and how the representations of a brand influence beliefs on the COO– and how they can change them. Finally, this chapter presents marketing as an important component of culture anchored not only in economy, but also in semiotics, rhetoric of image, psychology of perception, and social communication. |
| format | Online |
| id | doab-20.500.12854ir-122026 |
| institution | Directory of Open Access Books |
| language | eng |
| publishDate | 2023 |
| publishDateRange | 2023 |
| publishDateSort | 2023 |
| publisher | Taylor & Francis |
| publisherStr | Taylor & Francis |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1220262025-06-24T06:37:40Z Chapter 5 Communicating the Country-of- Origin in Advertising Szczęsna, Ewa COO, consumer ethnocentrism, country of origin, country of origin effect, international marketing 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, narrativisation, using stereotypes, mythisation, and the accompanying aestheticisation in advertising become strategies shaping the way consumers perceive products/brands and in consequence– shape purchase intentions. The adoption of these strategies in the semiotic layer of messaging (selection of colours, shapes, chiaroscuro, elements` composition) strengthens their efficiency. Semiotic persuasion allows for the polysensory engagement of the recipient, camouflaging overt persuasion, connect the COO with the target country. With reference to examples of visual advertisements, this chapter discusses the use of properties of the analysed strategies in shaping the persuasive efficiency of advertisements based on the COO effect. It analyses how the social beliefs on the COO represented in the semiotic layer of messaging define a brand and how the representations of a brand influence beliefs on the COO– and how they can change them. Finally, this chapter presents marketing as an important component of culture anchored not only in economy, but also in semiotics, rhetoric of image, psychology of perception, and social communication. 2023-11-17T09:16:00Z 2023-11-17T09:16:00Z 2023-10-16T09:29:53Z 2024 chapter https://library.oapen.org/handle/20.500.12657/76818 9781032537870 9781032537900 https://directory.doabooks.org/handle/20.500.12854/122026 eng open access image/jpeg image/jpeg image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International Attribution-NonCommercial-NoDerivatives 4.0 International Attribution-NonCommercial-NoDerivatives 4.0 International https://library.oapen.org/bitstream/20.500.12657/76818/1/9781003413639_10.4324-9781003413639-8.pdf https://library.oapen.org/bitstream/20.500.12657/76818/1/9781003413639_10.4324-9781003413639-8.pdf https://library.oapen.org/bitstream/20.500.12657/76818/1/9781003413639_10.4324-9781003413639-8.pdf Taylor & Francis Routledge 10.4324/9781003413639-8 10.4324/9781003413639-8 fa69b019-f4ee-4979-8d42-c6b6c476b5f0 Country of Origin Effect in International Business 9781032537870 9781032537900 Routledge 19 open access |
| spellingShingle | COO, consumer ethnocentrism, country of origin, country of origin effect, international marketing Szczęsna, Ewa Chapter 5 Communicating the Country-of- Origin in Advertising |
| title | Chapter 5 Communicating the Country-of- Origin in Advertising |
| title_full | Chapter 5 Communicating the Country-of- Origin in Advertising |
| title_fullStr | Chapter 5 Communicating the Country-of- Origin in Advertising |
| title_full_unstemmed | Chapter 5 Communicating the Country-of- Origin in Advertising |
| title_short | Chapter 5 Communicating the Country-of- Origin in Advertising |
| title_sort | chapter 5 communicating the country of origin in advertising |
| topic | COO, consumer ethnocentrism, country of origin, country of origin effect, international marketing |
| topic_facet | COO, consumer ethnocentrism, country of origin, country of origin effect, international marketing |
| url | https://library.oapen.org/handle/20.500.12657/76818 |
| work_keys_str_mv | AT szczesnaewa chapter5communicatingthecountryoforigininadvertising |