Towards a semiotics of brand equity: Brand coherence and communicative consistency through structuralist operations and rhetorical transformationsGeorge Rossolatos |
Περιεχόμενα
Introduction The scope and aims of this book | 3 |
Marketing and semiotic approaches to branding and brand | 12 |
The elements and cohesiveness of the advertising text as branding discourse | 68 |
Preliminary remarks | 85 |
Rhetoric as transformational syntax of multimodal brand communication | 101 |
Advertising as a source of brand equity | 111 |
Συχνά εμφανιζόμενοι όροι και φράσεις
ad filmic text advertising text articulation associative network brand associations brand discourse brand elements brand equity brand identity brand image brand knowledge structure brand meaning brand narrative brand personality brand related brand signification catachresis Chernatony coherence concept concerns configuration consists constitutes consumer Danesi differentiation dream content dreamwork Durand elementary units filmic text Floch Forceville function furnished Greimas Greimas's Greimasian Groupe µ ibid iconic sign image attributes insofar Kapferer Keller linguistic manifest marketing McQuarrie metaphor metonymy Mick modality modes of relatedness multimodal notion perceptions perspective plane of content plane of expression point of view positioning relationship rhetorical operations rhetorical semiotics rhetorical transformation semantic semio-narrative semiosis semiotic square Semprini Sonesson sources of brand structuralist semiotics surface syntax textual theory Tony the tiger trajectory of signification transformative grammar tropes unconscious valorization verbal visual rhetoric visual semiotics visual sign whereby Zaltman