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Polysemy in Advertising

Author

Listed:
  • Puntoni, S.
  • Schroeder, J.E.
  • Ritson, M.

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.

Suggested Citation

  • Puntoni, S. & Schroeder, J.E. & Ritson, M., 2006. "Polysemy in Advertising," ERIM Report Series Research in Management ERS-2006-043-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    • Handle: RePEc:ems:eureri:7898
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    File URL: https://repub.eur.nl/pub/7898/ERS-2006-043-MKT.pdf
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Advertising; Polysemy; Semiotics;
    All these keywords.

    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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