Advertising: Representation theory (Hall)

The Representation theory by Stuart Hall helps to analyse how meanings are encoded in a media product such as an advertisement.
Hall emphasises that representation is the process of using language and images to create meaning about the world around us.
The theory suggests that media plays a significant role in shaping our understanding of reality.

The generation and communication of meaning involves two key processes: Encoding and Decoding.
Encoding is the process wherein the producers of a message construct and send messages in a particular way.
Decoding happens when the audience receives and interprets these messages.
Hall suggests there can be different degrees of understanding and misinterpretation between encoding and decoding process.

Hall’s theory highlights three possible positions or readings an audience may take when decoding a media message: Preferred, Negotiated, and Oppositional.
The Preferred Reading is when the audience interprets the message exactly as the producer intended.
The Negotiated Reading is when the audience partly agrees with the message but modifies it based on their own experiences and opinions.
The Oppositional Reading is when the audience completely disagrees with or misunderstands the message.

In advertising, representation theory can be used to decipher how different elements like images, languages or signs represent a brand, product, or service.
This theory can help analyse how advertisements construct stereotypes, reinforce cultural norms or go against mainstream ideas.
It’s also important to examine how the intended meaning by producers can be misunderstood or disagreed upon by the audience.

Analyse real advertisements to understand how representation theory is applied in practice.
Discuss the encoding strategies implemented in the ad and identify possible decoded messages from different audience perspectives.
Assess the possibilities of oppositional readings or negotiated readings, and discuss what factors could contribute to it.