- The codes and conventions that structure the image and that cannot be separated from the content of the image
- The viewers and how they interpret or experience the image
- The contexts in which an image is exhibited and viewed
There are many different ways that one single image can be interpreted. These different meanings can vary due to many different factors, but the factor that I feel matters the most is culture. Something in one culture may mean the complete opposite in another culture.
What does the above hand gesture mean to you? In English it is known as the thumbs up and is usually interpreted as "ok." A study done to determine the different meanings of this hand gesture. Based on 1,200 informants from 40 different locations around the world, the meaning of "thumbs-up" were interepreted as follows:
- OK 738
- One 40
- Sexual Insult 36
- Hitch-Hike 30
- Directional 14
- Others 24
- Not Used 318
This study goes to show that there can be gestures/images that are interpreted in very different manners, depending on your culture.
Why do advertisements work?
Advertisements are intended to reach a wider audience. In order to view interpretation to be effective, the viewer must understand himself/herself as a member of a social group that this advertisement is promoting. What is this going to do for me? This is a question many viewers are asking themselves in order to decide if what is being advertised is being done so effectively. If the viewer wants to go out and get whatever the advertisement is promoting, then it has done a successful job in selling itself to the viewer.
Viewers seek to obtain what will better themselves. The promise of an idealized future self will help advertisements prosper among many viewers. My most recent purchase was Burt's Bees Lip Balm. Why did I chose this specific lip balm over the other options? It's advertisements like the one below that are the deciding factor in many consumer's purchasing decisions. "A viewer's direct and complete engagement with the image producers' intended messages may be the goal of the producer, but such an engagement is not really possible" (Sturken and Cartwright).
I consider myself to be healthy and I try to use products that aren't tested on animals, and that are also safe on my body. These values that I hold effect my purchasing decisions, deciding what I believe will make me prosper. Those who don't care about safety and animal testing may not value Burt's Bees products like I do. That's a reflection on how certain products appeal to different audiences based on individual values/preferences/beliefs - many of these which are shaped by culture.
I consider myself to be healthy and I try to use products that aren't tested on animals, and that are also safe on my body. These values that I hold effect my purchasing decisions, deciding what I believe will make me prosper. Those who don't care about safety and animal testing may not value Burt's Bees products like I do. That's a reflection on how certain products appeal to different audiences based on individual values/preferences/beliefs - many of these which are shaped by culture.
Producers use marketing strategies to figure out what will most effectively "reach" targeted audiences. Many producers use images in their advertisements in order to evoke a feeling of desire - the feeling that one needs this certain product. "The viewer, in this view, is being duped by the image" (Sturken and Cartwright).
Next time when you're buying a product think about why you are buying that specific brand of the product. Is it the image or the catchy slogan that's sold you on that item? What does that deciding factor reflect about your values and beliefs?
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