Fair and Handsome advertiment

Encoding

The sender, or source, of a communication is the person or organization that has information to share with another person or group of people. The source here is celebrity, who appears in a company’s advertisements. Here, Shahrukh Khan appears as a spokesperson for the company.

Because the receiver’s perceptions of the source influence how the communication is received, marketers must be careful to select a communicator the receiver believes is knowledgeable and trustworthy or with
whom the receiver can identify or relate in some manner. Here the spokesperson, Shahrukh Khan, has a large mass following and enjoys the trust and confidence of many.

The communication process begins when the source selects words, symbols, pictures, and the like, to represent the message that will be delivered to the receiver(s). This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form. The sender’s goal is to encode the message in such a way that it will be understood by the receiver. This means using words, signs, or symbols that are
familiar to the target audience. Here in this advertisement  Indian male is being shown using fairness cream of women to turn faired which rings a bell with men who want to grow fairer.

Decoding

The receiver is the person(s) with whom the sender shares thoughts or information. Generally, receivers are the consumers in the target market or audience who read, hear, and/or see the marketer’s message and decode it. Decoding is the process of transforming the sender’s message back into thought. This

process is heavily influenced by the receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation.

For effective communication to occur, the message decoding process of the receiver must match the encoding of the sender. This advertisement takes good care of the fact that what is the problem they are providing solution for and depict it well. Receiver will be able to correctly understand what the speaker is trying to tell.