ABSTRACT
This chapter assesses the practice of using polysemous advertising slogans and words in marketing communications. It argues that the multiplicity of meanings makes communications employing polysemous language more complex, thereby potentially more risky as well as more effective. As an ambiguous form of communication, the meaning ascribed to a polysemous phrase is somewhat indeterminate. Individual differences across consumers play an important role in their ability to understand polysemy in general and to access one or more of the possible ad slogan meanings in particular. Physiological support for this is found in a recent report on stroke victims. As the most powerful linguistic cue associated with its brand name, a brand's advertising slogan represents a priming device that conveys information and occupies a central place in the consumer's memory space. The chapter concludes with recommendations regarding what marketers should consider when using polysemous slogans and words in their communications.
