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)
2170
Abstract
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.
Keywords
Citation
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. https://doi.org/10.1108/07363769210035233
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited