Viewers produce meaning in images through the relational activity of looking.
It is important to think of the viewer not as a passive recipient of the advertiser's message, but as a subject who negotiates the meaning of the text they are viewing.
Different viewers interpret advertisements differently. Among the four of us, we all had different interpretations of this chartered accountant advertisement.
It's easy to be intrigued by Terry's professional dress and confident stare, and to find this ad to be an inviting image of being an accountant.
However, some of us completely ignored the advertisement, having seen it so many times.
Others found it insulting to our intelligence to glamorize the profession of being a chartered accountant by using a picture of an attractive woman wearing nice clothing.
Either way, the ads take on different meanings for individual viewers and their placement directly in our line of sight within the bathroom stalls does not necessarily imply that we are forced to look at them, or that we will necessarily notice them after a while.
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