... of the world, there are also codes or signs that will be interpreted differently. How might the consumer interpret the message, based on their social, economical, and cultural background? For example, a statue of the Virgin Mary is shown to a third class person who is a devout Catholic. He would interpret the statue as an object of worship and would also treat it with respect, possibly even praying for economical support. A rich Hindu man, on the other hand would interpret the statue as a plain object with no personal meaning to it. He worships another higher being. Another aspect to decoding messages are 'denotation', the referral to the sign, or object itself, and 'connotation', the referral to the ideas that relate to the sign or object. This process, tied in closely with the social, economical, and cultural values of the consumer, is another way in which we ...

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