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Reading Advertising: The What and How of Product Meaning

Teresa J. Domzal (Chair, Department of Marketing, at George Mason University, Fairfax, Virginia)
Jerome B. Kernan (GMU Foundation Professor of Behavioral Analysis at George Mason University)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 March 1992



Analyses successful international ads for alcoholic drinks, cigarettes and corporate identity to determine the core meanings for each product. Argues that these meanings constitute “cultural definitions” of the products, and that they represent a significant aspect of marketing information. Concludes that the meaning exemplars discerned in each category define parameters for advertising appeals, but still leave a lot of decision latitude about how to target within the market.



Domzal, T.J. and Kernan, J.B. (1992), "Reading Advertising: The What and How of Product Meaning", Journal of Consumer Marketing, Vol. 9 No. 3, pp. 48-64.




Copyright © 1992, MCB UP Limited

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