• Irin Sultana

  Author

Advertisements are an integral part of marketing products and ideas. Producers of advertisements constantly manufacture needs on consumers. Within the framework of consumer capitalism, the needs of the consumers are manufactured through their exposure to advertisements in billboards, and in the print and electronic media. In KSA, most of the advertisements on the billboards and in the print media and electronic media are aimed towards the upper-middle class consumers. It is often thought that the purposeful meanings of the producers of the advertisements are passively received by consumers in almost an identical way. But the researcher strongly believes that in the reception of meaning the consumers actively participate by considering the meaning in the first place. Also, this research intends to explore the mindsets of the consumers regarding the advertisements of certain products. To obtain, this project attempts to find out the patterns of decoding the messages in the advertisements and to see whether there is any pattern of resistance in the consumers to the strategies employed in the purposeful meaning of the messages of the advertisements.

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