Fear appeals in marketing communications of banks and insurance companies in the continuum of dramatic-tragic situations: The Semiotic Perspective
The objective of the paper is to analyze from semiotic standpoint financial ads and other marketing communications, based on fear appeals, during an economic crisis. A matrix which combines content and formal (sign) elements, forms the semiotic perspectives on which the article draws the conclusions...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Business and Entrepreneurship, Belgrade
2018-01-01
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| Series: | International Review |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/2217-9739/2018/2217-97391802083K.pdf |