the conscious level, some unconsciously. As opposed to extremists on either side of the interpretative question, I fall most nearly to the constructivist point of view in that I view meaning as interplay between text and the reader. Ads work on a variety of different levels including, but not limited to, sign typology, paradigmatic meaning, psychological appeals, emotion, roles, values/beliefs, and knowledge. Again, the impact of an ad comes from the interplay between these various aspects of make-up and the reader's own notions about him/herself and the world. Rubber-soled shoes were first mass-marketed as canvas-top "sneakers" by U.S. Rubber, with its keds® in 1917. But the elevation of athletic shoe manufacture to both a science and a fashion was due largely due to Phil Knight and Steve Bowerman of Oregon.
             In 1958, Phil Knight, a business major a the University of Oregon, and a miler on the track team, shared with his coach, Bill Bowerman, a dissatisfaction with the clumsiness of American running shoes. They formed a compan
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