Encoding and Decoding

In Media, messages are encoded in messages and meanings, then as a result are then decoded by the consumer. This builds a relationship between the producers and consumers.  Depending on what the message encoded by the producers is will determine what response will come from the audience. An example will be Lynx campaign. It says "Everything you need to get in there with girls". The producers have conveyed and encoded a message which the preferably will be decoded by the male audience.