ABSTRACT. Zeng et al. examine how social identity and group norms of online community members may influence perceptions of and behavioral responses to advertising, and explore how community members perceive and react to advertising in community sites. Ketelaar et al. think that the presence of a prominent visual is more likely to indicate openness of an ad. Callister and Stern aim to better understand how visual imagery functions in relation to expectations, and to closely review the sources of schema-based expectations commonly used in processing print advertising. Lowrey explains that discussing the effects of complexity in terms of textual factors overlooks what really goes on when individuals encounter advertising messages. (pp. 299–304)

Keywords: symbolic, construction, reality, advertising, community, visual