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Fear appeals in marketing communications of banks and insurance companies in the continuum of dramatic-tragic situations: The Semiotic Perspective

  • Kaftandjiev C
  • Shustova E
International Review (2018) (3-4) 83-110
DOI: 10.5937/intrev1802083k
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Abstract

… Some of the world’s best ads and other marketing communications are used in this article. … work in the field of advertising and other marketing communications. The authors of this article …

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Kaftandjiev, C., & Shustova, E. (2018). Fear appeals in marketing communications of banks and insurance companies in the continuum of dramatic-tragic situations: The Semiotic Perspective. International Review, (3–4), 83–110. https://doi.org/10.5937/intrev1802083k

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