Schroeder, J.E.

advertising fl ow reserve polysemy meaning consumer reserve research interpretation advertising polysemy patient journal consumer research study balloon angioplasty message context angioplasty marketing reading process example balloon follow-up velocity brand group media culture semiotic psychology audience understanding advertising research stent implantation advertising interpretation theory perspective blood target approach influence university target lesion revascularization restenosi schroeder power reader knowledge consequence advertising meaning consumption model response advertising message polysemic e ffect media context doppler decoding framework review experience lesion theme jonathan e author result epicardial remodelling advertisement norms goal increase advertiser baseline management london issue school scott analysis fi ndings