The Discussion About The Influencing Factors Of Advertisements' Encoding And Decoding

In virtue of the theory of "Encoding And Decoding" brought by Stuart Hall, in this thesis the author analyzes which factors would affect and restrict advertisements' encoding phase and decoding phase. This text starts with the brief process of advertisements' originality, encoding, issuance, incepting, decoding, and feedback. Encoding phase (viz. Disseminators translate their own conception into symbols and codes.) and decoding phase (viz. Accepters receive information, then explain the symbols.) are two core-taches. They are indispensably in advertisements' campaigns. The two taches are not absolutely isolated.Via media promulgating, advertisements are unscrambled by customers, causing relevant reflection. Then encoders regulate advertisements' strategy again. So "Encoding" and "Decoding" form restricting and influencing connection.In the end of the thesis, a conclusion is drew, that in order to communicate fluently, among advertisements' campaigns prophase investigation and upper feedback must be strengthen.