1. Introduction

Executive Summary

This chapter establishes the foundation for understanding the complex relationship between linguistic ambiguity and authenticity perception in advertising. The modern branding landscape has shifted from functional advantages to emotional connections, making authenticity a critical asset for brand success. As consumers become increasingly skeptical of traditional persuasion methods, brands face the challenge of balancing creative ambiguity with perceived authenticity.

Key Problem: The Authenticity-Ambiguity Paradox

The core challenge identified is the contradictory nature of ambiguous messaging in brand communication. While ambiguity can enhance authenticity by reducing overt persuasion and encouraging cognitive engagement, it can simultaneously undermine authenticity when perceived as manipulative or evasive. This paradox creates significant difficulties for marketers seeking to leverage ambiguity while maintaining authentic brand relationships.

Research Gap and Need for Systematic Review

The existing knowledge landscape is fragmented across marketing, linguistics, and psychology disciplines, with methodological inconsistencies and lack of theoretical integration. Marketing research typically focuses on persuasion outcomes rather than authenticity, while linguistic studies rarely connect structural ambiguity features to consumer perceptions. This disciplinary isolation and methodological variation necessitates a systematic approach to synthesize existing evidence.

Research Objectives

This systematic literature review aims to:

1. Analyze current evidence on how linguistic ambiguity influences authenticity perceptions
2. Identify cognitive and emotional processes shaping these effects
3. Map boundary conditions influencing authenticity outcomes across contexts
4. Develop a cohesive conceptual framework addressing literature inconsistencies
5. Provide evidence-based recommendations for brand communication practitioners

Scope and Structure

The review focuses specifically on linguistic ambiguity in brand communication elements including slogans, catchphrases, and wordplay. The study is organized into four chapters: Chapter 1 establishes context and research objectives; Chapter 2 details PRISMA-compliant methodology; Chapter 3 presents empirical findings on dual authenticity mechanisms; Chapter 4 integrates theoretical insights and practical implications.

1.1. Research Background

In today’s branding environment, authenticity has become an essential asset that goes beyond conventional functional advantages. This shift illustrates a transition from a focus on products to an emphasis on emotional connections in marketing, highlighting the importance of perceived authenticity as a key factor in determining brand success (Liebrecht et al., 2021). This change is driven by a rising consumer doubt regarding conventional persuasion methods and a heightened desire for authentic brand communication that aligns with individual values and identity frameworks (Houston, 2022).

The perception of authenticity involves various aspects such as sincerity, genuineness, and self-connection, all of which play a role in fostering brand trust, loyalty, and lasting attachment (Shoenberger et al., 2025). In today’s world, where we are constantly bombarded with information and consumer trust is waning, brands that effectively convey their authenticity stand to gain a considerable edge over their competitors. This is especially true in crowded markets, where distinguishing products based on functionality is becoming more difficult (Banerji et al., 2024). Language acts as the main channel for conveying signals of authenticity in brand communication.

Corporate slogans play a crucial role in a brand’s advertising strategy, contributing to the formation of its identity and the clarification of its market position (Dass et al., 2014). Research indicates that the clarity and creativity of slogans play a significant role in strengthening the alignment between the slogan and the brand (Dass et al., 2023). Additionally, corporate slogans convey distinct traits associated with the brand’s personality (Lee & So, 2007). Additionally, in the realm of place marketing, the use of impactful slogans that convey essential values can enhance the overall perception of a city’s brand, particularly when there is a sense of alignment with those values (Zenker et al., 2014).

1.2. Core Problem

The strategic employment of ambiguous language in branding showcases a unique rhetorical method that necessitates a thoughtful balance between ingenuity and the perception of authenticity. As consumers become more adept at recognizing persuasive motives, the effectiveness of traditional direct claims diminishes, leading to the emergence of more subtle communication strategies (van Horen et al., 2024).

Linguistic ambiguity appears in different ways, such as puns, metaphors, and polysemy, each engaging unique cognitive and emotional processes (Puntoni et al., 2011). Puns function by leveraging phonological or semantic similarities, which generate surprise and humor, while also necessitating cognitive engagement (Chen et al., 2025). Metaphors play a crucial role in helping us understand concepts by enhancing brand associations through transfer of attributes (Beard et al., 2024). Additionally, polysemy takes advantage of multiple meanings, enabling various interpretations among different audience segments (Tsai, 2012). The history of ambiguous messaging in advertising shows a progression from straightforward wordplay to more complex rhetorical techniques that connect with consumers on a deeper cognitive level (Warlaumont, 1995). This trend highlights a growing acknowledgment of the role consumers play in shaping meaning and the importance of collaborative relationships with brands (Reece et al., 1994).

The connection between linguistic ambiguity and how authenticity is perceived creates a core contradiction in brand communication. Ambiguity can, in some respects, contribute to a sense of authenticity by minimizing overt persuasion. This is because indirect communication tends to feel less manipulative and more genuine (Koniak & Cwalina, 2022). Engaging cognitively with ambiguous messages enhances the feeling of ownership over their meaning and strengthens connections to the brand (Houston, 2022). On the other hand, ambiguity can detract from authenticity if it is viewed as a deliberate attempt to confuse or manipulate (Strutton & Roswinanto, 2014). The impact is significantly influenced by various contextual elements, such as the type of brand, cultural understanding, and the traits of consumers (Zúñiga et al., 2015). This paradox presents considerable difficulties for marketers who aim to utilize ambiguity while preserving perceptions of authenticity.

1.3. Need for a Systematic Review

The existing knowledge gap is further intensified by the disjointed nature of the research landscape. Disciplinary isolation continues to be evident, with research fragmented among marketing, linguistics, and psychology (McQuarrie & Mick, 1999). Marketing research frequently emphasizes the results of persuasion and memory effects (Beard et al., 2024), often overlooking authenticity as a variable of interest. Meanwhile, linguistic studies seldom link the structural characteristics of ambiguous language to the perceptions of consumers (Warlaumont, 1995). Moreover, the field is hindered by methodological inconsistencies, as different ways of defining and measuring both ambiguity and authenticity in various studies make it difficult to draw meaningful conclusions (Puntoni et al., 2011). Ultimately, the lack of thorough theoretical frameworks hinders the development of cumulative knowledge and offers little direction for practical application (Myers & Jung, 2019).

Considering the widespread fragmentation, variations in methodology, and lack of theoretical advancement, a narrative review alone cannot adequately address the Authenticity-Ambiguity Paradox. This study highlights the importance of conducting a systematic literature review, utilizing a structured quantitative method to bring together disparate and inconsistent research findings while minimizing the influence of subjective interpretations. This approach is necessary to address the conflicting outcomes that have emerged from different ways ambiguity has been defined and measured in previous studies (Koniak & Cwalina, 2022). This systematic literature review seeks to establish the essential theoretical framework that is currently lacking in the existing body of work (Myers & Jung, 2019).

1.4. Objectives and Research Questions

This systematic literature review aims to fill a significant knowledge gap by focusing on particular objectives. The main objective is to carefully gather and analyze the current evidence on how linguistic ambiguity in slogans influences perceptions of authenticity, specifically focusing on the differences between ambiguous and straightforward messages (van Horen et al., 2024).

The secondary objectives include: 1) identifying the cognitive and emotional processes that shape how ambiguity affects perceptions of authenticity; 2) mapping the boundary conditions that influence these effects in various contexts; 3) creating a cohesive conceptual framework that addresses inconsistencies found in the current literature; and 4) offering evidence-based recommendations for practitioners in brand communication (Banerji et al., 2024).

1.5. Scope and Structure

This systematic literature review concentrates on the nuances of linguistic ambiguity in brand communication, such as slogans, catchphrases, and wordplays.

This systematic review is organized into four primary chapters. In Chapter 1, we have laid the groundwork by outlining the context, identifying the paradox, and defining the research objectives. Chapter 2 outlines the process, search strategy, and analytical approach that adhere to PRISMA guidelines. Chapter 3 presents the empirical findings, highlighting the two distinct mechanisms that illustrate how ambiguity functions. In Chapter 4, we bring together the theoretical and practical insights, acknowledges the limitations and the future studies, and wraps up with a conclusion.