"The book offers a new perspective for advertising studies by locating itself within the context of both reception studies and discourse analysis. ... Bullo offers an innovative approach to explaining the construction of evaluative stance in advertising reception and also successfully reveals the delicate complexity of sense-making discourse. ... this book can be highly recommended to scholars interested in reception studies, discourse analysis, advertising practices and evaluation studies in general." (Zhang Daqun, Discourse Studies, Vol. 18 (3), June, 2016)