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Logos in limbo: why Pizza Hut, which is everywhere, can’t find its niche.

If we view advertising while wearing our semiotic skullcaps, we’re bound to come up with widely different conclusions than when we espy a brand, passing along in a car, simply for its promotional message. But that’s the point. When it comes to ads, who cares about the explicit—what the ad is actually saying? It’s the

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