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Reading Advertising The What and How of Product Meaning

Reading Advertising The What and How of Product Meaning Analyses successful international ads for alcoholic drinks,cigarettes and corporate identity to determine the core meanings foreach product. Argues that these meanings constitute culturaldefinitions of the products, and that they represent asignificant aspect of marketing information. Concludes that the meaningexemplars discerned in each category define parameters for advertisingappeals, but still leave a lot of decision latitude about how to targetwithin the market. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Reading Advertising The What and How of Product Meaning

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769210035233
Publisher site
See Article on Publisher Site

Abstract

Analyses successful international ads for alcoholic drinks,cigarettes and corporate identity to determine the core meanings foreach product. Argues that these meanings constitute culturaldefinitions of the products, and that they represent asignificant aspect of marketing information. Concludes that the meaningexemplars discerned in each category define parameters for advertisingappeals, but still leave a lot of decision latitude about how to targetwithin the market.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Mar 1, 1992

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