Semiotics and narrative congruence. Leveraging consumer insights through product placement
Kevin September and Charles Leech
The paper describes the semiotic process of assessing potential co-branding projects, such as product placement in feature films, for narrative congruence.
Semiotics and Narrative Congruence
Leveraging consumer insights through product placement
Charles LeechQualitative ABM Research Ltd., Canada
Kevin SeptemberPremier Entertainment, Canada
CONTEXT FOR NARRATIVE CONGRUENCE: INTERTEXTUALITY AND METASEMIOTICS
Narrative...