Branding and contemporary cognition : a semiotic approach to communication effectiveness
This paper explores the role of cognitive structures and socially shared meanings in communication effectiveness, focusing concretely on brand communication. Traditionally in communication sciences, ambiguity and polysemy have been considered prejudicial to the effectiveness of communication. Howeve...
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| Format: | bookPart |
| Language: | eng |
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2014
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| Online Access: | http://hdl.handle.net/10400.14/15015 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/15015 |