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Scientific paper - Original scientific paper
Genesis, visual attributes and contemporary communication features of the alphabet
Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, XXVII (2014), 1; 41-56. urn:nbn:hr:145:052987
Cvitić, Filip; Leko Šimić, Mirna; Horvat, Jasna

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Cvitić, F., Leko Šimić, M. & Horvat, J. (2014). Genesis, visual attributes and contemporary communication features of the alphabet. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, XXVII. (1), 41-56. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:052987

Cvitić, Filip, et al. "Genesis, visual attributes and contemporary communication features of the alphabet." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. XXVII, no. 1, 2014, pp. 41-56. https://urn.nsk.hr/urn:nbn:hr:145:052987

Cvitić, Filip, Mirna Leko Šimić and Jasna Horvat. "Genesis, visual attributes and contemporary communication features of the alphabet." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues XXVII, no. 1 (2014): 41-56. https://urn.nsk.hr/urn:nbn:hr:145:052987

Cvitić, F., Leko Šimić, M. and Horvat, J. (2014) 'Genesis, visual attributes and contemporary communication features of the alphabet', Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, XXVII(1), pp. 41-56. Available at: https://urn.nsk.hr/urn:nbn:hr:145:052987 (Accessed 13 November 2024)

Cvitić F, Leko Šimić M, Horvat J. Genesis, visual attributes and contemporary communication features of the alphabet. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues [Internet]. 2014 October 03 [cited 2024 November 13];XXVII(1):41-56. Available at: https://urn.nsk.hr/urn:nbn:hr:145:052987

F. Cvitić, M. Leko Šimić and J. Horvat, "Genesis, visual attributes and contemporary communication features of the alphabet", Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. XXVII, no. 1, pp. 41-56, October 2014. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:145:052987. [Accessed: 13 November 2024]

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Metadata
Title (english)Genesis, visual attributes and contemporary communication features of the alphabet
AuthorFilip Cvitić
AuthorMirna Leko Šimić
AuthorJasna Horvat
Author's institutionJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
Throughout 5,000 years of human literacy, the alphabet system has developed from pictograms and ideograms to the contemporary system of Latin letters. The simplification of primary pictograms and their transformation to ideograms followed the major goal of written communication – to transmit thoughts and ideas. Besides, written communication has enabled preservation of knowledge, and that has generated the expansion of information and its availability today. The high speed of gathering written information, as well as its superabundance, calls for rethinking of semiotic features of Latin letters as the basic units of written communication in the Western world, especially in terms of marketing communication and its effectiveness. The written expression is the major tool of branding and getting closer to target market segments. Social development influences the development of communication, which is visible through numerous brands and signs, i.e. symbols that make products and companies recognizable in the market. The distinct sign forms of the alphabet are used to suggest the story of a brand, product or service. A constituent element of its comprehension is conscious or unconscious knowledge drawn from different sources in the environment. The history of human literacy, the development of each particular letter, the communication rules of the contemporary marketplace, the impact of brands and information superabundance make up the basis for further research into communication features of the alphabet, semantics of written forms and their redefinition in the context of effective marketing communication.
Keywords (english)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Journal titleEkonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues
Numberingvol. XXVII, no. 1, pp. 41-56
p-ISSN0353-359X
e-ISSN1847-2206
URN:NBNurn:nbn:hr:145:052987
Publication2014-10-03
Document URLhttp://hrcak.srce.hr/127778
Type of resourceText
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) icon
Created on2017-03-07 15:08:30