Polysemy in Advertising

39 Pages Posted: 23 Dec 2006

See all articles by S. Puntoni

S. Puntoni

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM)

Jonathan E. Schroeder

Rochester Institute of Technology

Mark Ritson

London Business School

Date Written: August 22, 2006

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.

Keywords: Advertising, Polysemy, Semiotics

Suggested Citation

Puntoni, Stefano and Schroeder, Jonathan E. and Ritson, Mark, Polysemy in Advertising (August 22, 2006). ERIM Report Series Reference No. ERS-2006-043-MKT; Journal of Advertising, Forthcoming. Available at SSRN: https://ssrn.com/abstract=925985

Stefano Puntoni (Contact Author)

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

Jonathan E. Schroeder

Rochester Institute of Technology ( email )

92 Lomb Memorial Drive
Eastman Building, Room 3006
Rochester, NY 14623
United States
5854752703 (Phone)

Mark Ritson

London Business School ( email )

Sussex Place
Regent's Park
London, London NW1 4SA
United Kingdom

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