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Research papers

When is a coconut not a coconut?

This paper calls for a reading of advertising discourse in the context of this overwhelming cultural specificity. It is proposed that, to create semiotically relevant discourses, advertising will have to invoke the cultural backdrop and build it into...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Author: Seema Khanwalkar
October 28, 2001
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Citation

Khanwalkar, S. (2001a, October 28). When is a coconut not a coconut?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/when-is-a-coconut-not-a-coconut-