3. Is one implication of intertextuality that advertising cannot be interpreted in the same way by people from different cultures ? If this is so , how can you explain , for example , the global success of the Diesel brand , which often uses the same campaign globally without adaptation ?

Early advertising theory was based on direct experience, though informed by psychological studies. It was focused mainly on improv- ing practice. John E. Kennedy (1904) is credited with one of the earliest attempts when he wrote that advertising was 'salesmanship in print'.

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