Schroeder, J.E.

Meaning matters: Polysemy in Advertising (Article)

2010-07-01T00:00:00Z

The paper reviews the conceptual foundations of advertising polysemy-the occurrence of different interpretations for the same advertising message. We provide a cross-disciplinary perspective on advertising polysemy, with examples from research and practice, to explain the conditions that lead to the emergence of multiple interpretations for the same message. We review what we call purposeful polysemy as strategic ambiguity and present a framework of advertising polysemy. Propositions for research are provided, and implications for studying and understanding polysemy's prevalence in advertising are discussed. The concept of purposeful polysemy-advertising polysemy emerging as a consequence of a firm's strategic efforts-is increasingly relevant to both academics and practitioners.

Polysemy in Advertising (Research Paper)

2006-08-22T00:00:00Z

The article reviews the conceptual foundations of advertising polysemy – the occurrence of different interpretations for the same advertising message. We discuss how disciplines as diverse as psychology, semiotics and literary theory have dealt with the issue of polysemy, and provide translations and integration among these multiple perspectives. From such review we draw recurrent themes to foster future research in the area and to show how seemingly opposed methodological and theoretical perspectives complement and extend each other. Implications for advertising research and practice are discussed.

The immediate and long-term effect of optimal balloon angioplasty on the absolute coronary blood flow velocity reserve. A subanalysis of the DEBATE study. Doppler Endpoints Balloon Angioplasty Trial Europe. (Article)

2001-09-01T00:00:00Z

BACKGROUND: There are limited data regarding the immediate and long-term effect of balloon angioplasty on the coronary flow reserve evaluated in a multicentre setting. METHODS AND RESULTS: A total of 86 patients with one-vessel disease and normal left ventricular function were analysed before and after optimal balloon angioplasty (diameter stenosis <35%) and at 6-month follow-up. Coronary flow reserve was assessed with a Doppler guide wire. A low coronary flow reserve (2.5 (46% vs 23% and 36% vs 16%, respectively; P<0.05) due to a trend towards restenosis (29% vs 16%; P=0.15) or a low coronary flow reserve at follow-up due to persistent elevated baseline blood flow velocity. Patients without restenosis showed a decrease or increase of coronary flow reserve during follow-up, determined by alterations of hyperaemic blood flow velocity. CONCLUSIONS: Patients with an impaired coronary flow reserve directly after optimal balloon angioplasty showed a higher target lesion revascularization rate compared to patients with a coronary flow reserve >2.5. This patient group consists of patients prone to develop restenosis, while other patients are characterized by a persistently low coronary flow reserve, probably secondary to disturbed autoregulation and/or diffuse mild coronary atherosclerosis. Coronary flow reserve alterations in patients without restenosis were related to changes in hyperaemic blood flow velocity, suggesting that this phenomenon relates to epicardial remodelling.