Puntoni, Stefano (contributor); … - 2006
; Scott 1994; Schroeder 2002). Some scholars argue that
consumers’ “advertising literacy” has grown, producing active …, creative consumers, eager to
decode, deconstruct meanings they see in ads (e.g., Friestad and Wright 1994; Mick and Buhl
1992 … one group of consumers and something quite different to another (e.g., Grier and
Brumbaugh 1999). A diachronic dimension …