A multimodal discourse analytic approach to the articulation of Martini’s “desire” positioning in filmic product placement
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DOI: 10.1080/10350330.2016.1189232
Abstract: ABSTRACT Product placement constitutes an amply used tactic in a marketer’s Integrated Marketing Communications roster. Its merits in circumventing negative attitudes to advertising and in integrating brand values in sociocultural narratives in TV and cinematic… read more here.
Keywords: multimodal discourse; desire; product; product placement ... See more keywords