I am an AD?!

Human being is the decoder of advertisement, we read them and interpret them in our own meaning. Have you ever realize that you are part of the ads? It sounds weird, isn't it? I gonna talk about some theory so that it can be proved.

Williamson (1978) claims:

1. The viewer creates the meaning of a product by making links between signs.
2. The viewer gives meaning to him or herself from the product. (encode)
3. The viewers become created by the ad

This is the process of how advertisement incorporates people in to its signifying world. All signs depend for their signifying process on the existence of specific, concrete receivers, people for whom and in whose systems of belief, they have a meaning (Williamson 1978:40) This is the reason that every time advertiser/designer have to strongly concern about the target audience,  such as gender, age and race. They want to create an ads which can be encoded them so that it can make senses. 

For example,

 

Okay, look at this image. In my interpretation, he is a rock guitarist. He has his unique personality. Perhaps this kind of guy can attract opposite sex easily due to their guitar skill or the cool appearance. Cool right?

How about the interpretation of a grandma? Grandma: Why the girls nowadays look like a guy? (designed dialog) LOL! 

During the signifying process, perhaps during grandma's young age, cool guys must gel their hair orderly with a line of demarcation. I combed that kind of hairstyle when I was kid, my parents think that it is cool propably. Haha!

Besides that, I will show another 5 ways which adverts pull viewers into their signifying effects:

• the spatial organization
• visual absences- fill in the blank by viewers.
• written text- it draws people in easily.
• visual puns- no words is needed, yet the ads can use the visual to shout on you, "HEY YOU!"
• calligraphy- think of Coca Cola, all curly typeface you might think of it as well.

So, now you believe you are an ad as well? Have a nice day :)

Resources:

Rose, G (2007) Visual Methodologies: An introduction to the Interpretation of Visual Materials, 2nd edition, Great Britain: MPG Books Group.

Williamson, J (2005) Decoding Advertisement: Ideology and Meaning in Advertising, Great Britain and United States: Marion Boyars Publishers LTD.