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Chapter 5 Communicating the Country-of- Origin in Advertising Semiotic Persu…
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 bec…
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