Exploring the Audience's Role: A Decoding Model for the 21st Century
Alexandra J. Kenyon, Emma H. Wood and Anthony ParsonsLeeds Metropolitan University
INTRODUCTION
Decoding advertisements has been studied in many ways, be it social uses of advertising (Mitchell, Macklin, and Paxman, 2007), cultural interpretation (Bulmer and Buchanan-Oliver, 2006; McFall, 2004; Scott, 1994), deep readings by academics (Stevens, Maclaran, and Brown, 2003), or life experiences (Elliot and Ritson, 1995; Mick and Buhl, 1992; Parker, 1998). Their findings have concluded that reading advertisements is subjective. To advance this understanding, further empirical research is required to consider whether...