Although the creator of the advert may have a particular meaning in mind, it is the audience and customers who will interpret the meaning that they believe is most accurate.  The company or person who creates the advert has complete control over the composition and the way that the image and lexical elements look and work together to send the message that they want, however, this message can be misinterpreted or miscommunicated. The meaning of an advert, or of any art piece, can be inferred many different ways by different people. For example, someone may think an advert is targeting teenage females as it is trying to sell perfume, but another person may think that it is targeting older males due to the imaging used.