In my view there are 2 parties.
The consumers –
Take a look at the table below from Milward Brown analysis. As can be seen,males in general tend to respond best towards adverts with a distinctive creative style. Meanwhile, females prefer ones with children, or ones that depict a “slice of life”, meaning a certain life experience.
It would not be improbable to hypothesize that the same may apply with respect to the meaning. After all, our interpretation of the ad’s meaning depends infinetely on our experiences and interactions, which are unique to all.
The designers –
Indirectly – The consumers hold a strong influence on the ad designers. After all, any designer would base his ad off representations that appeal to those who will eventually view the ad.
Directly – The designers, of course. They after all, make the ad.
