This essay will discuss and define Stuart Hall’s encoding and decoding model, as well as the reception studies in relation to an advertisement by First National Bank entitled “you can help”. The advertisement was removed from First National Bank’s website as it was accused of being treason. The essay will display the various ways in which audiences interpret and make meaning through media, by using the advertisement as an example.
Hudson (2014) states that “Stuart Hall claimed that media texts go through stages of encoding and decoding. this theory states that media texts are encoded by the producer and that the texts contain only the ideologies of the people who made the media text. Decoding is when an audience views the text and interprets…show more content… Kelly presents a speech on behalf of the youth of South Africa, she tells the audience that she was born “from the very roots of Limpopo”. She talks about how the youth of South Africa are currently slaves to their illiteracy and how blaming one an other will be something of the past. Kelly also says that what is happening in the country cannot be solved with money or petty politics. Kelly goes on to plead to fellow South Africans to help one another in order to help the…show more content… If one looks at the encoding part of the model, you need to understand the intention of the creator of the text. According to First National Bank the intention of the advert was to inspire the nation of South Africa. (Bauer 2013). Bernice Samuels, chief marketing officer of First National Bank, stated the companies’ intention through the advert as “The intention of the campaign is not to talk about ourselves, but rather to be a brand for betterment by providing the youth of our country with a stage to voice what impacts the daily reality of many South Africans," (Bauer 2013).
From what the audience see from the advert and the comments made by the chief marketing officer, the audience makes meaning in different ways which results in decoding.
The ANC’s views on the advert can be seen as the oppositional reading of the advert, as the reader, “the ANC” reject the intention of the creator, and do not even consider viewing the advert in context of the creator. Chandler (2002:192) provides an example of the oppositional reading, “when watching a television broadcast produced on behalf of a political party they normally vote