Ritson, M.

advertising polysemy meaning consumer research interpretation advertising polysemy journal consumer research message context marketing reading process example brand media culture semiotic study psychology audience understanding advertising research advertising interpretation theory perspective group approach influence university schroeder power reader knowledge consequence advertising meaning consumption model response advertising message polysemic media context decoding framework review experience theme jonathan e author advertisement norms goal advertiser management london school scott memory market attempt effect ritson information strategy number communication association practice object december target literature researcher discipline consumer interpretation processes slogan advertising messages issue notion segment