Brand Equity Planning with Structuralist Rhetorical Semiotics

The findings are interpreted in the face of the interaction among the variables that have been employed in the calculation of the proposed metrics.Section 3.9 wraps up the findings of the study and offers directions for further research areas with view to extending the analytical scope and depth of the brand equity semiotics research field.Appendices:The Appendices feature details as regards the source of the ad filmic texts that make up the corpus of this study, the ad filmic texts' segmentation and transcription in terms of verbal and visual expressive units with the aid of Atlas.ti, the codebook of rhetorical figures and semes that was used in this study, as well as segment-by-segment ad filmic output with regard to coding with semes and rhetorical figures