Semiotics and narrative congruence. Leveraging consumer insights through product placement

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...