Background: Advertisements create metaphors in the consumers’ mind, which are interpretedby using their advertising knowledge, including expectations of positive messages and theawareness of different advertising formats. Advertising affects how and what consumers thinkabout a company. For online advertising, Facebook is a widely used tool by marketers toestablish and enhance the brand image, use the network for market research, target theiradvertising and create Facebook groups or pages for the company. Purpose: The purpose of this research is to explore what happens when the sender’s intendedmessage of online advertisements is interpreted by the consumers. Research Question: How do senders and receivers interpret a particular message in an onlineadvertisement context? Conclusion: The researchers have in this research found that not having a visible trademarkthroughout the whole communication process may result in losing part of the message when itis received by consumers. On Facebook, the initial sender can no longer control who receivetheir message and whom it will reach and hence, the brand can be lost. Consumers interpret amessage differently because of where it is sent from on Facebook, if the message is coming from the company or friends it will affect their perceptions of the advertisement’s message.