Puntoni, S.; Schroeder, J.E.; Ritson, M. - Erasmus Research Institute of Management (ERIM), ERIM … - 2006
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 … theoretical perspectives complement and extend each other. Implications for advertising research and practice are discussed. …