The study aims to gain a better understanding and explore how a selected group (receivers) perceive two elected advertising images from Indiska and Vila and then compare their opinions to what Indiska and Vila themselves want to communicate. We base the study on theories of encoding / decoding, which deals with how the companies charge their advertising images with values and how recipients decodes these values. A qualitative study was carried out based on analytical induction (planning, collection and analysis). Through the analytical method of induction, we created categories based on the collected data and put them in relation to each other. The result showed that the overall impression of the images' and the context are of great importance for how our respondents perceive the advertising images. The overall impressions convey emotion that reinforces the expression and the message. The respondents partially perceived the transmitters' message in the pictures, but some elements did not match the transmitters' intention. We also made a reception analysis to find out whether the nursery place of our respondents made a difference in how they interpreted the advertising images. Although we could not reveal any significant difference between these groups, we still believe that social, cultural and economic background matters when it comes to interpretation.

<p> </p><p> </p><p><p>The study aims to gain a better understanding and explore how a selected group (receivers) perceive two elected advertising images from Indiska and Vila and then compare their opinions to what Indiska and Vila themselves want to communicate. We base the study on theories of encoding / decoding, which deals with how the companies charge their advertising images with values and how recipients decodes these values.</p><p>A qualitative study was carried out based on analytical induction (planning, collection and analysis). Through the analytical method of induction, we created categories based on the collected data and put them in relation to each other. The result showed that the overall impression of the images' and the context are of great importance for how our respondents perceive the advertising images. The overall impressions convey emotion that reinforces the expression and the message. The respondents partially perceived the transmitters' message in the pictures, but some elements did not match the transmitters' intention.</p><p>We also made a reception analysis to find out whether the nursery place of our respondents made a difference in how they interpreted the advertising images. Although we could not reveal any significant difference between these groups, we still believe that social, cultural and economic background matters when it comes to interpretation.</p></p>