In the reading, Viewers Make Meaning, Cartwright and Sturken discuss the important and determining role that viewers play in giving an image its effective meaning. They list three ways, other then the image and the producer, that an image is given meaning:
- the codes and conventions that structure the image and that cannot be separated from the content of the image
- the viewers and how they interpret or experience the image
- the contexts in which an image is exhibited and viewed
All these things listed are produced by the viewer and the environment surrounding the image and the viewer of the image.
Another concept discussed in the article that I found very interesting was the idea of interpellation. “To be interpellated by an image, then, is to know that the image is meant for me to understand, even if I feel that my understanding is unique or goes against the grain of a meaning that seems to have been intended.” When I read this advertising was a natural thought in my mind.
Beer commercials are always stand outs for me. I know that they often aren’t marketed towards me because I am a woman, but some of them I find highly entertaining. Beer commercials interpellate me because I know what they are intending to do even if they are not targeting me, and to some degree the effectiveness (or cleverness) of a beer commercial does convince me to buy a brand. One beer commercial that I adore is by Heineken:
ENJOY!!!
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