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Research papers

Semiotics and narrative congruence

The paper describes the semiotic process of assessing potential co-branding projects, such as product placement in feature films, for narrative congruence.Narrative congruence assessment allows marketing professionals to determine whether a product...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004
Authors: Charles Leech, Kevin September
Company: ABM Research Inc.
April 18, 2004
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Citation

Leech and September (2004a, April 18). Semiotics and narrative congruence. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/semiotics-and-narrative-congruence