MARC details
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03401namaa2200481uu 4500 |
| 001 - CONTROL NUMBER |
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oapen76818 |
| 003 - CONTROL NUMBER IDENTIFIER |
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oapen |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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20231221124744.0 |
| 006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS--GENERAL INFORMATION |
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m o d |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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cr|mn|---annan |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
231016s2024 xx |||||o ||| 0|eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781003413639-8 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781032537870 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781032537900 |
| 024 7# - OTHER STANDARD IDENTIFIER |
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| Standard number or code |
10.4324/9781003413639-8 |
| Source of number or code |
doi |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
oapen |
| Transcribing agency |
oapen |
| 041 0# - LANGUAGE CODE |
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| Language code of text/sound track or separate title |
eng |
| 042 ## - AUTHENTICATION CODE |
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| Authentication code |
dc |
| 072 #7 - SUBJECT CATEGORY CODE |
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| Subject category code |
KCK |
| Source |
bicssc |
| 072 #7 - SUBJECT CATEGORY CODE |
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| Subject category code |
KJ |
| Source |
bicssc |
| 072 #7 - SUBJECT CATEGORY CODE |
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| Subject category code |
KJK |
| Source |
bicssc |
| 072 #7 - SUBJECT CATEGORY CODE |
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| Subject category code |
KJS |
| Source |
bicssc |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Szczęsna, Ewa |
| Relator code |
auth |
| 9 (RLIN) |
1656054 |
| 245 10 - TITLE STATEMENT |
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| Title |
Chapter 5 Communicating the Country-of- Origin in Advertising |
| Remainder of title |
Semiotic Persuasion |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Name of publisher, distributor, etc |
Taylor & Francis |
| Date of publication, distribution, etc |
2024 |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
1 electronic resource (19 p.) |
| 336 ## - |
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text |
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txt |
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rdacontent |
| 337 ## - |
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computer |
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c |
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rdamedia |
| 338 ## - |
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online resource |
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cr |
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rdacarrier |
| 506 0# - RESTRICTIONS ON ACCESS NOTE |
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| Terms governing access |
Open Access |
| Standardized terminology for access restriction |
Unrestricted online access |
| Source of term |
star |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc |
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. |
| 540 ## - TERMS GOVERNING USE AND REPRODUCTION NOTE |
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| Terms governing use and reproduction |
Creative Commons |
| -- |
https://creativecommons.org/licenses/by-nc-nd/4.0/ |
| -- |
cc |
| Uniform Resource Identifier |
<a href="https://creativecommons.org/licenses/by-nc-nd/4.0/">https://creativecommons.org/licenses/by-nc-nd/4.0/</a> |
| 546 ## - LANGUAGE NOTE |
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| Language note |
English |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Behavioural economics |
| Source of heading or term |
bicssc |
| 9 (RLIN) |
1148195 |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Business & management |
| Source of heading or term |
bicssc |
| 9 (RLIN) |
850972 |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
International business |
| Source of heading or term |
bicssc |
| 9 (RLIN) |
526513 |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Sales & marketing |
| Source of heading or term |
bicssc |
| 9 (RLIN) |
854937 |
| 653 ## - INDEX TERM--UNCONTROLLED |
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| Uncontrolled term |
COO, consumer ethnocentrism, country of origin, country of origin effect, international marketing |
| 773 1# - HOST ITEM ENTRY |
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| Title |
Country of Origin Effect in International Business |
| Control subfield |
nnaa |
| Other item identifier |
OAPEN Library UUID: 091e05c5-c7ba-420f-a52f-0a73b61eab85 |
| 793 0# - |
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| -- |
OAPEN Library. |
| 856 40 - ELECTRONIC LOCATION AND ACCESS |
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| Uniform Resource Identifier |
<a href="https://library.oapen.org/bitstream/id/1a1192fc-85dc-4c1a-997d-fedb57c8a15b/9781003413639_10.4324-9781003413639-8.pdf">https://library.oapen.org/bitstream/id/1a1192fc-85dc-4c1a-997d-fedb57c8a15b/9781003413639_10.4324-9781003413639-8.pdf</a> |
| -- |
0 |
| Public note |
Open Access: OAPEN Library, download the publication |
| 856 40 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
<a href="https://library.oapen.org/handle/20.500.12657/76818">https://library.oapen.org/handle/20.500.12657/76818</a> |
| -- |
0 |
| Public note |
Open Access: OAPEN Library: description of the publication |
