COMPENSATING FOR THE IMMATERIAL. A LEXICAL AND SEMANTIC ANALYSIS OF AMERICAN BANK SLOGANS
The aim of this paper is to conduct a lexical and semantic analysis of bank slogans in order to shed light on how the immaterial character of financial services as well as the channel of communication – in this instance the Internet – influence the choice of vocabulary. We chose to focus on the case...
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| Format: | article |
| Language: | DE EN FR IT |
| Published: |
University of Oradea
2021
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| Online Access: | https://doaj.org/article/37e88dd224f546f0af434f05c9bab876 |
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