The customer is made to buy into the product’s image by interpreting the codes hidden within. Similarly Williamson takes the same standpoint in reporting that adverts ‘create structures of meaning’ and make customers identify common aspects and signs that are known to most in everyday life.
Consider the example of charity which is made to appeal to the middle class, by focusing adverts towards those magazines and newspapers that address the target. Thus for example by associating themselves with standard magazines, they are able to let the public know of their product as well as build a perception about themselves through use of the magazine or newspaper. Some media experts study how this through semiotics – how signs and codes are used in advertisements to persuade and inform a consumer.