Exploring the Audience’s Role: A Decoding Model for the 21st Century

This article uses empirical research, with young (aged 16–21) advertising audiences, to build upon existing communication theory in a number of ways.

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,...

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