Hall suggests that when encoding a message, the senders have an implied meaning. When recievers are decoding it, they usually interpret it in their own way depending on their life experiences, beliefs, etc. Because of this the original meaning is lost and there is no longer a point to the message. My discussion question is this: How important is it for media producers to make sure their message gets across? What can producers do to (particularly advertisers) to ensure the meaning of their message is not lost when decoded by the audience?