Persuasive signs: the semiotics of advertising. (Book Reviews).

International Journal of Market Research | September 22, 2003| | Copyright

Ron Beasley and Marcel Danesi

Berlin: Mouton de Gruyer, 2002 193pp, hard cover [euro]88

ISBN 3-11-017341-7

In chapter 7 of the fourth edition of the ESOMAR Handbook of Market and Opinion Research, Mary Goodyear discussed various qualitative research techniques, including semiotics, which is said to look beyond the consumer into the cultural context of buying behaviour (see review IJMR, 41, 2, 1999).

This research technique is also referred to by Wendy Gordon in her stimulating guide to qualitative research, Goodthinking, where semiotics ...

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