Interpretations and responses to the product

Understanding Interpretations and Responses to Advertising Products

- Interpretations and responses to advertising products can vary greatly and are shaped by many factors, such as cultural norms, personal experiences, and societal issues.

- Key to understanding these responses is the encoding/decoding model of communication. In this model, an advertisement (the ‘encoded’ message) is interpreted differently by each individual viewer (the ‘decoding’) due to their unique context.

- Remember that audiences do not passively accept messages - they actively negotiate meaning, in a process known as active audience theory.

Diverging Views on the Same Advertising Product

- Individuals can interpret an advertisement in entirely different ways, leading to contrasting responses. This demonstrates the polysemic nature of media texts - they can hold multiple meanings at once.

- For instance, some might view a fast food advertisement as an invitation to enjoy a tasty meal, while others might interpret it as a promotion of unhealthy eating habits.

- These diverging views may stem from personal attitudes, cultural values, or levels of media literacy (understanding and ability to critically analyse media texts).

Effects and Influences of Advertising Products

- Advertising products can lead to wide-ranging effects and influences on individuals and society. These can include reinforcing gender stereotypes, promoting consumerist values, or raising awareness of a social issue.

- The hypodermic needle theory suggests that audience members are ‘injected’ with messages from media texts, and that these messages directly influence their thoughts, feelings and actions.

- However, the two-step flow theory counters this by suggesting that opinions are not formed solely by media texts, but also heavily influenced by opinion leaders - individuals who interpret and disseminate media content to others.

Evaluating Responses to Advertising Products

- Responses to advertisements can be evaluated qualitatively through methods like focus groups and individual interviews. These offer valuable insights into consumers’ thoughts, feelings, and interpretations.

- Quantitative measurements of response include viewing figures, click-through rates, and sales - this direct data can provide a more objective view of an advertisement’s effectiveness.

- It’s crucial to remember that a single advertisement can generate a host of different responses across its audience, all of which can offer valuable insights.