Linguistic framing of sensory experience : there is some accounting for taste / JoAndrea Hoegg and Joseph W. Alba -- The mental representation of brand names : are brand names a class by themselves? / Possidonia F.D. Gontijo and Shi Zhang -- Sounds convery meaning : the implications of phonetic symbolism for brand name construction / L.J. Shrum and Tina M. Lowrey -- Phonology and semantics in international marketing : what brand name translations tell us about consumer cognition / Shi Zhang and Bernd H. Schmitt -- Phonology, morphology, and semantics : toward a fuller conceptualization of brand name meaning / Dawn B. Lerman -- The role of the sentence and its importance in marketing communications / Robert Meeds and Samuel D. Bradley -- The use and abuse of polysemy in marketing communications / Claudiu V. Dimofte and Richard F. Yalch -- Road map or secret weapon? The role of conceptual metaphor in shaping marketing communications about exercise / Barbara J. Phillips and Edward F. McQuarrie -- Narrative structure : plot and emotional responses / Jennifer Edson Escalas and Barbara B. Stern -- The role of language and images in the creation and use of advertising myths / Rashmi Adaval -- Indexical and linguistic channels in speech perception : some effects of voiceovers on advertising outcomes / Susannah V. Levi and David B. Pisoni -- Dual language processing of marketing communications / Ryall Carroll, David Luna, and Laura A. Peracchio -- Comprehension processes in advertising : words, sentences, and narratives / Robert S. Wyer, Jr.