Narracje w komunikacji marketingowej
Narration in the marketing communications
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The article presents the different types of narratives in marketing communications. Presented essence of thesignr in the narrative, the power of myth, power of archetype and consistency of monomith in marketing. It is discussed on the advertising message perceived through the prism of commercial semiotics. The strength of the narrative is presented in the context of storytelling. The paper also presents a case study of marketing communications.
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