Strategic uses of Polysemy (multiple meanings from the same message), Intertextuality (one text references another text) and Symbolism (use of images and figures) in Advertising and Marketing Communication.
It is possible for different consumers to read different meanings from the same marketing communication. This might occur if the communication itself is indistinct or poorly constructed, or it might occur because consumers interpret the message through different frames of reference.
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Nike’s 2018 advertising campaign “Dream Crazy” featuring former NFL star Colin Kaepernick generated a strong media reaction and resonated with the #BlackLivesMatter movement but Pepsi’s 2017 advert featuring Kendal Jenner was so ridiculed that they had to withdraw the advert and Jenner had to issue an apology to the public.
These controversial adverts did not share the same impact or reactions due to concepts such as ‘polysemy’, ‘intertextuality’ and ‘symbolism’. Other communications concepts and models related to meanings and messages include discourse, text/ context, paratexts, ostensive and covert communication and so on.
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