Book: Towards a semiotics of brand equity: Brand coherence and communicative consistency through structuralist operations and rhetorical transformations
The principal aim of the book at hand consists in a prolegomena to the construction of an innovative approach of structuralist rhetorical semiotics as a formal metalanguage and method in the form of a conceptual model, coupled with a transformative grammar and a stepwise methodology with view to addressing a crucial gap in the existing…
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