Encoding/decoding model of communication: Difference between revisions

Revision as of 02:15, 13 March 2013

Revision as of 02:16, 13 March 2013

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Since advertisements can have multiple layers of meaning, they can be decoded in various ways and can mean something different to different people.<ref>Kelly, Aidan, Katrina Lawlor, and Stephanie O'Donohoe. "Chapter 8- Encoding Advertisements: The Creative Perspective." The Advertising and Consumer Culture Reader. By Joseph Turow and Matthew P. McAllister. New York: Routledge, 2009. 133-49. Print.</ref> Hall claims that decoding can take three different subject position: Dominant/hegemonic position, negotiated position, and oppositional position.

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