<P> For example, since advertisements can have multiple layers of meaning, they can be decoded in various ways and can mean something different to different people . </P> <P> "The level of connotation of the visual sign, of its contextual reference and positioning in different discursive fields of meaning and association, is the point where already coded signs intersect with the deep semantic codes of a culture and take on additional more active ideological dimensions ." </P> <P> The encoding of a message is the production of the message . It is a system of coded meanings, and in order to create that, the sender needs to understand how the world is comprehensible to the members of the audience . </P> <P> In the process of encoding, the sender (i.e. encoder) uses verbal (e.g. words, signs, images, video) and non-verbal (e.g. body language, hand gestures, face expressions) symbols for which he or she believes the receiver (that is, the decoder) will understand . The symbols can be words and numbers, images, face expressions, signals and / or actions . It is very important how a message will be encoded; it partially depends on the purpose of the message . </P>

Role of encoding and decoding in the communication process