Template-Type: ReDIF-Paper 1.0
Author-Name: Puntoni, S.
Author-Name-Last: Puntoni
Author-Name-First: Stefano
Author-Name: Schroeder, J.E.
Author-Name-Last: Schroeder
Author-Name-First: Jonathan
Author-Name: Ritson, M.
Author-Name-Last: Ritson
Author-Name-First: Mark
Title: Polysemy in Advertising
Abstract: 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.
Creation-Date: 2006-08-22
File-URL: https://repub.eur.nl/pub/7898/ERS-2006-043-MKT.pdf
File-Format: application/pdf
Series: RePEc:ems:eureri
Number: ERS-2006-043-MKT
Classification-JEL: C44, M, M31, M37
Keywords: Advertising, Polysemy, Semiotics
Handle: RePEc:ems:eureri:7898