Purposeful Polysemy in Marketing Communication: Ethical Implications and Policy Challenges by Rumaila Abbas A Thesis presented to The University of Guelph In partial fulfillment of requirements for the degree of Doctor of Philosophy in Management Guelph, Ontario, Canada ©Rumaila Abbas, December, 2018 ABSTRACT PURPOSEFUL POLYSEMY IN MARKETING COMMUNICATION: ETHICAL IMPLICATIONS AND POLICY CHALLENGES Rumaila Abbas Advisor(s): University of Guelph, 2018 Dr. Timothy Dewhirst Past research has identified purposeful polysemy (i.e., multiple meanings in interpretation) as a strategy that enables various marketing goals to be achieved. However, an area that extant literature has largely been silent about is when polysemy can be strategically used to overcome legal boundaries. This research examines purposeful polysemy, as a practice used in varying product sectors (i.e., food, beverage, and tobacco), and explores the consumer, ethical, and policy implications that emerge from its use. This research explores whether marketers, through using verbal and visual devices, can imply multiple meanings, where one meaning pertains to a brand message (e.g., inferring a health-oriented attribute) that is navigating within a stringent regulatory environment, while additional meanings can be used as a legal and ethical defense if undergoing scrutiny for the claim being made. This thesis is organized into three separate manuscripts that have the overarching goal of examining purposeful polysemy and its potential to circumvent the spirit of policy. The first manuscript sets up a conceptual framework and uses a well established image (i.e., a heart symbol) as a demonstration of polysemy. Using a semiological and rhetorical approach, this manuscript further delves into the ethics of using such a marketing tool. The second manuscript provides an experimental investigation of resulting consumer perceptions from using polysemic elements such as a heart symbol. This paper extends the framework set up in the first manuscript by examining whether polysemy can be guided in interpretation through contextual cues, and discusses policy implications and recommendations. The third manuscript examines the potential of purposeful polysemy to create problems from a tobacco control standpoint and discusses marketing communication from two cigarette brands as a case illustration. The paper, by applying purposeful polysemy to an additional product sector, expands on the generalizability of the concept. ACKNOWLEDGEMENTS As my thesis research comes to its final stage, I would like to take the opportunity to thank and acknowledge those that have made this journey possible. The journey is one that I will cherish during my future endeavors. First and foremost, Dr. Timothy Dewhirst, who initially as my instructor for a Marketing Theory graduate course and later as my advisor, helped me realize and achieve a research potential I did not know I was capable of. His continuous guidance, support, knowledge, and approachability encouraged me to pursue a doctoral degree and gave me the courage to present my work to peers and experts in the field at various conferences. Thank you for being so approachable; I know I can always count on your support and direction. It has been absolutely amazing working with you! I would also like to thank Dr. Beth Lee, from my advisory committee, for her attention to detail, focus on rigorous research, and encouragement that has directed me as the research process took a potentially daunting direction. Her support, while I dealt with extremely difficult personal circumstances, helped me stay strong enough to reach the final stages of my Ph.D. journey. Thank you for your quick and incisive feedback, and continuous support, as you demonstrate a work ethic that I can only hope to emulate in the future. I would also like to thank Dr. Jonathan Schroeder, from my advisory committee, whose work has literally set the platform for my research. Being able to learn from you, with your valuable feedback, has been a privilege. A further thank-you to all of the professors, administrators, and fellow students in the Department and College; my experience would not have been the same without you. Finally, and not at all in the least, I thank my husband, Ali, for being amazing despite the numerous meltdowns I have had during high-stress moments and always having immense faith iv in me. I can safely say your sense of humor and support kept me going through this entire process. v TABLE OF CONTENTS Abstract ........................................................................................................................................... ii Acknowledgements ........................................................................................................................ iv Table of Contents ........................................................................................................................... vi List of Figures .............................................................................................................................. viii Chapter 1: An Introduction ............................................................................................................. 1 References ................................................................................................................................... 5 Chapter 2: ........................................................................................................................................ 7 Love and Health: Purposeful Polysemy in Food and Beverage Advertising.................................. 7 Introduction ................................................................................................................................. 7 Purposeful Polysemy ................................................................................................................ 10 Methodology ............................................................................................................................. 17 Case 1: POM Wonderful ........................................................................................................... 19 Case 2: Becel............................................................................................................................. 22 Case 3: Cheerios ....................................................................................................................... 26 Discussion ................................................................................................................................. 30 Conclusion ................................................................................................................................ 37 References ................................................................................................................................. 39 Figures....................................................................................................................................... 47 Chapter 3: ...................................................................................................................................... 51 The Heart of the Matter: An Experimental Investigation of Purposeful Polysemy in Food Marketing Communication ........................................................................................................... 51 Conceptual Background and Hypotheses ................................................................................. 53 Study 1 ...................................................................................................................................... 55 vi Study 2 ...................................................................................................................................... 59 General Discussion ................................................................................................................... 65 Limitations ................................................................................................................................ 67 Conclusion ................................................................................................................................ 68 References ................................................................................................................................. 69 Figures....................................................................................................................................... 74 Chapter 4: ...................................................................................................................................... 77 Crafty Tobacco Marketers:An Illustration of Purposeful Polysemy in Tobacco Advertising ...... 77 Introduction ............................................................................................................................... 77 Purposeful Polysemy ................................................................................................................ 78 Case 1: Winston ........................................................................................................................ 79 Case 2: Natural American Spirit ............................................................................................... 82 Discussion ................................................................................................................................. 85 References ................................................................................................................................