Research Question We explore the historical and cultural evolution of the heart symbol and its multiple meanings and connotations. Using the heart symbol for demonstrative purposes, we examine whether purposeful polysemy is a marketing strategy used within the food and beverage sector. We explore whether there is motive for marketers to avoid use of direct assertions and if the ambiguity in the symbol's meaning can be used to circumvent policy or evade regulatory scrutiny. We aim to examine the meaning of POM Wonderful and Becel marketing communication that includes the depiction of a heart symbol. Method and Data Using an interpretive approach based on semiotics and a rhetorical analysis, we examine print ads from POM Wonderful and Becel, which are brands where the heart symbol is central to their brand communication (i.e., the heart is a part of the brand mark). Semioticsrefers to the theory of signs: signs and their meanings can be classified into "the signifier," which is the tangible dimension, and "the signified," which is the abstract concept of the sign. Penn (2000) provides a step-by-step approach to undertake a semiological analysis that starts with choosing material, such as brand communication, relevant to the context of research based on factors such as availability and the level at which it is open to analysis. Next, the elements within the material, such as images and copy, must be identified and listed along with their literal or denotational meaning. This step is followed by recognizing connotative elements (extended meanings) in the material. Acknowledgment of polysemy is central to this step of the analysis as visual and copy elements must be classified as "first level," based on simple linguistic knowledge, and "second level," based on interpretation from a social and cultural context. Hence, the analyst(s) must recognize and report the implied meaning of the elements that may exist. The final step involves reporting the findings and results of the analysis. Rhetoric, meanwhile, is seen as the discipline of argumentation (Eves and Tom 1999) or the art of persuasion (Edgar and Sedgwick 1999), whereas rhetorical figures are devices that frequently appear in advertising and regarded as artful deviations from expectation (McQuarrie and Mick 1996). McQuarrie and Mick (1996) developed a three level taxonomy of rhetorical figures that are commonly used within advertising. While the taxonomy adequately captures verbal figures, Phillips and Mc-Quarrie (2004) developed a classification system based on a scale of complexity and richness, which focuses on differentiation within the type of visual rhetorical figures in advertising. Advertisers can select from various pictorial elements to generate preferable consumer responses and the heart symbol is one such element. Phillips and McQuarrie's typology divides the use of rhetorical figures into two categories: visual structure and meaning operations. The latter category of meaning operations holds particular interest for our purposes as elements are based on the polysemy or ambiguity they produce. Key Contributions Purposeful polysemy can be strategically used in advertising to fulfill a number of functions (Eisenberg 1984; Puntoni et al. 2010; Puntoni et al. 2011; Warlaumont 1995), but the extant literature has been largely silent about its potential for circumventing policy or evading regulatory scrutiny. Moreover, much of the brand relationship literature to date has generated insight that aims to help marketers (e.g., enhancing profits or loyalty), but our paper is situated in the context of contributing to the practice of transformative consumer research by informing policy that improves well-being at a consumer and societal level. Summary of Findings Strategic polysemy is a prevalent and powerful tool to deliver health messages within the food and beverage sector. Using POM Wonderful and Becel marketing communication as case illustrations, we highlight the use and reliance on the heart symbol's multiple meanings. Being an inherent symbol of life and wellness, we show that the heart can be used to promote symbolic messages of health, in addition to communicating love for a product and encouraging consumer-brand relationships. Use of the heart symbol facilitates brands avoiding excess regulatory scrutiny that they would likely face for any direct health claim assertions. The polysemic nature of the heart symbol enables brands to build dominant health associations while retaining secondary connotations that can be pointed to if facing allegations of defying regulatory policies. In other words, the heart symbol can provide health cues that are important to a brand's positioning while its polysemic meanings become a powerful alibi for firms facing regulatory scrutiny. [ABSTRACT FROM AUTHOR]