DYNAMICS OF ENCODING AND DECODING IN ECOLOGICAL ADVERTISING DISCOURSE
DYNAMICS OF ENCODING AND DECODING IN ECOLOGICAL ADVERTISING DISCOURSE

Summary/Abstract: This article delves into the intricate processes of encoding and decoding within the domain of ecological advertising discourse, shedding light on the effective communication strategies employed to convey environmental messages. Drawing on sociolinguistic theories and semiotic principles, we explore how advertisers encode environmental messages into visual forms, navigate noise in message reception, and strive for alignment between intended and decoded messages. Through a critical examination of structuralist semiotics and contemporary perspectives on communication theory, we elucidate the complex interplay between encoded environmental printed messages and audience interpretation. Furthermore, we analyze linguistic expressions, deictic expressions, and variations in perspective embedded within ecological advertising discourse, highlighting their role in shaping audience perceptions and responses.

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