Decoding and interpreting adverts

Decoding and interpreting adverts

1. Elements of traditional communications model

   • 1) Sender
   • 2) Encoding
   • 3) Message
   • 4) Medium
   • 5) Decoding
   • 5) Reciever
   • Also involves elements of; feedback, noise and realms of understanding

2. Realms of understanding

   • Sender's = Sender, encoding, message and medium
   • Receiver's = Message, medium, decoding and reciever
   • Adverts can often be decoded in a negative way
     • PayPal
   • Once an advert has been decoded you typically remember the methods used for future

3. Decoding

   • Code sharing --> maximises understanding
   • Messages can often be misinterpreted or decoded incorrectly
   • They can often be percieved in a negative way
   • The person who decodes an advertisement will ideally be a member of the targeted market segments whose lingustic and non linguistics have been researched

4. Marketing uses of advertising

   • Non-marketing
     • Entertainment
     • Structuring time
     • Play
     • Education
   • Social uses
     • Family living room
   • Children understanding
     • Ad masters
     • Ad controllers
     • Ad critics

5. Interpreting ads

   • Reader- response theory
     • Reader assumes the ad is telling something however it is the opposite
     • We use various learned techniques to interpret ads
     • Past experience, collective wisdom and persuasive tactics help to direct and inform the interpetation of the ads

6. Some adverts require background knowledge prior to viewing the ad

   • Air travel and New Zealand
   • the Hulk and plasters

7. Semiotic

   • Advertising messages are made meaningful within a larger set of images
   • Study signs
     • How they can be interpreted
     • How they can relate to other signs
     • How their meanings differ depending on context
   • Cafe --> coffee cup with Wifi
   • Advertiser's will do everything to ensure that consumers interpret adverts as they want

8. Vocabulary of semiotics

   • Signifier
   • Signified
   • Signification system
   • Iconicity
   • Indexicality
   • Symbolicity

9. Semiotic deconstruction of Ads

   • Observable signifiers?
   • Signified that the signifies suggest?
   • What signification system is generated

10. The John Lewis Christmas advertisement is often heavily anticipated by the public > 2015 > 137,000 tweet and 16 million views on FB and youtube

11. What is a realm of understanding

    • Concerns attitudes, perceptions, bheaviour and experience
    • Effective communition is more likely when there is common ground
    • These result in a realm of understanding between source and reciever

12. Advertising uses and gratifications

    • Consumers use advertising to satisfy various needs
    • Refers to an active, goal directed audience
    • Helps to distinguish between marketing and non-marketing related users