Developing an advert involves considering the consumer’s knowledge, language, culture and ideological perspective. This process is important as it helps advertisers decide how to associate signifiers and signifieds in different ways to create new signs.
When we, the consumers, read, see or hear the advert, we decode it so that it creates some interest and sense in our mind. Therefore, advertising works as a match-maker of signifier and signified to create meaning – the surface meaning & the deep meaning – that suits its own purpose.
But adverts are selling us something besides consumer goods & services. They are providing us with a structure in which we, and those goods & services are interchangeable. They are selling us ourselves in a form that we are not. The day adverts stops trying to achieve that, people might stop looking for themselves as they will have achieved an authentic self.
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