The making of the advert- encoding model

The making of the advert- encoding model

Understanding the Encoding Model in Advert Creation

  • The encoding model is a communication theory which suggests that messages are purposely created, or encoded, by the sender and then interpreted, or decoded, by the receiver.
  • Inadvert creation, the advertiser’s intended message is encoded in the visuals, script, and overall design of the advert.
  • The encoding process is influenced by the advertiser’s assumptions, ideologies, and values, which can shape how the message is constructed.

Role of Semiotics in the Encoding Model

  • Semiotics plays a crucial part in the encoder’s creation of the advert. Various signs (colour, objects, and characters) are used to represent wider concepts/themes significant to the intended message.
  • Use of semiotics provides multiple layers of meaning in an advert. This enhances its appeal and adds depth to the preventive message.
  • The choice of what signs to use in the encoding process often depends on the target audience, sociocultural context, and the advert’s objective.

Encoding Model and Stereotypes

  • Advertisers often use stereotypes in the encoding process to quickly convey certain ideas or characteristics. These familiar conventions help the audience identify and interpret the intended message.
  • However, stereotypes can perpetuate societal biases and preconceptions. Understanding this ethical consideration is critical when creating adverts.

Influence of External Factors on Encoding Model

  • External factors such as societal norms, cultural context, and market trends can influence the encoding process. These elements can shape the advert’s message and aesthetics.
  • Understanding the dynamics of these external factors aids in the formation of effective and resonating advertisement content.

Interplay of Encoding and Decoding in Advert Consumption

  • Consumption of the advert involves an act of decoding, where the audience interprets and constructs meaning from it. This process is influenced by the viewer’s individual experiences, cultural background, and beliefs.
  • This model acknowledges the audience’s active role in message interpretation, which can sometimes result in a different understanding from what was originally encoded by the advertiser.

Critiques of the Encoding Model in Advertisement

  • While the encoding model provides a useful framework for understanding advert creation and consumption, it has also faced criticism. Critics argue it oversimplifies the complex process of communication and interpretation.
  • The model also struggles to account for adverts that are open-ended or ambiguous in their meaning. In these cases, the decoding can vary significantly between different audience members.
  • Nevertheless, the encoding-decoding model remains a valuable foundation in studying media communication and advertising.