| 000 | 03401namaa2200481uu 4500 | ||
|---|---|---|---|
| 001 | oapen76818 | ||
| 003 | oapen | ||
| 005 | 20231221124744.0 | ||
| 006 | m o d | ||
| 007 | cr|mn|---annan | ||
| 008 | 231016s2024 xx |||||o ||| 0|eng d | ||
| 020 | _a9781003413639-8 | ||
| 020 | _a9781032537870 | ||
| 020 | _a9781032537900 | ||
| 024 | 7 |
_a10.4324/9781003413639-8 _2doi |
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| 040 |
_aoapen _coapen |
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| 041 | 0 | _aeng | |
| 042 | _adc | ||
| 072 | 7 |
_aKCK _2bicssc |
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| 072 | 7 |
_aKJ _2bicssc |
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| 072 | 7 |
_aKJK _2bicssc |
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_aKJS _2bicssc |
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| 100 | 1 |
_aSzczęsna, Ewa _4auth _91656054 |
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| 245 | 1 | 0 |
_aChapter 5 Communicating the Country-of- Origin in Advertising _bSemiotic Persuasion |
| 260 |
_bTaylor & Francis _c2024 |
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| 300 | _a1 electronic resource (19 p.) | ||
| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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| 506 | 0 |
_aOpen Access _fUnrestricted online access _2star |
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| 520 | _aThis 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 |
_aCreative Commons _fhttps://creativecommons.org/licenses/by-nc-nd/4.0/ _2cc _uhttps://creativecommons.org/licenses/by-nc-nd/4.0/ |
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| 546 | _aEnglish | ||
| 650 | 7 |
_aBehavioural economics _2bicssc _91148195 |
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| 650 | 7 |
_aBusiness & management _2bicssc _9850972 |
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| 650 | 7 |
_aInternational business _2bicssc _9526513 |
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| 650 | 7 |
_aSales & marketing _2bicssc _9854937 |
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| 653 | _aCOO, consumer ethnocentrism, country of origin, country of origin effect, international marketing | ||
| 773 | 1 |
_tCountry of Origin Effect in International Business _7nnaa _oOAPEN Library UUID: 091e05c5-c7ba-420f-a52f-0a73b61eab85 |
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| 793 | 0 | _aOAPEN Library. | |
| 856 | 4 | 0 |
_uhttps://library.oapen.org/bitstream/id/1a1192fc-85dc-4c1a-997d-fedb57c8a15b/9781003413639_10.4324-9781003413639-8.pdf _70 _zOpen Access: OAPEN Library, download the publication |
| 856 | 4 | 0 |
_uhttps://library.oapen.org/handle/20.500.12657/76818 _70 _zOpen Access: OAPEN Library: description of the publication |
| 999 |
_c3087201 _d3087201 |
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