Notes to Self

A clothing advertisement I recently saw on TikTok attracted my attention. Social media advertisements are special because they do not tend to feel like traditional advertising. Unlike reports where a product is simply displayed and consumers are encouraged to buy it, social media advertisements show people wearing clothing while they are socializing, snapping pictures, etc. In my opinion, this advertisement made use of bright photos, upbeat music, rapid transitions, and various camera angles and editing options in order to attract consumers. The people who were wearing the clothes looked confident and happy and did not seem to worry about their clothing. Also, instead of showing the trade offer, this video portrayed a certain lifestyle. The slogan was also very brief, which is what happens on social media since one should attract the attention of the audience very quickly. These techniques played an important role in the advertisement strategy of the brand that sought to associate itself with fashion and communication.

In order to properly assess this advertisement, one has to first understand what it means to decode and interpret the media message. Decoding means identifying elements of the communication and determining how they were used to communicate with an audience. I could decode this TikTok by identifying music, clothing, lighting, colors, angles, etc., and seeing that these elements were chosen carefully and that each contributes to the feeling it creates. Interpretation has to do with finding the actual meaning of the message and thinking about how it can be understood by an audience. Interpretation may depend on who the audience is.

In order to properly assess this advertisement, one has to first understand what it means to decode and interpret the media message. Decoding means identifying elements of the communication and determining how they were used to communicate with an audience. I could decode this TikTok by identifying music, clothing, lighting, colors, angles, etc., and seeing that these elements were chosen carefully and that each contributes to the feeling it creates. Interpretation has to do with finding the actual meaning of the message and thinking about how it can be understood by an audience. Interpretation may depend heavily on who the audience is.

There are different groups of people who interpret the same media message in various ways. A person who loves fashion would take the advertisement as guidance on what new outfit or trend to try out. Another person would view it as an attempt by a company to convince people that they have to buy new clothes to be accepted by society. A person who is already into TikTok would understand those trends and the editing techniques, while someone who does not spend much time on social media websites would perceive it differently. Age, personal experience, interests, culture, and even views impact the way a person interprets any media message.

I personally have experience watching social media videos with my friends. At times, I have realized that an ad aims to persuade its viewers, while my friends pay attention only to whether they like the product. For example, I can recognize that a company is making use of a famous influencer or a trend in order to attract its audience. My friends, however, can simply see the video and think that the clothing looks nice, without considering any of the marketing techniques that have been used. In this case, neither of us is wrong since we are interpreting the same message through our own lenses.