{"id":2057,"date":"2026-07-25T14:53:29","date_gmt":"2026-07-25T14:53:29","guid":{"rendered":"https:\/\/calexis.com\/?p=2057"},"modified":"2026-07-08T15:57:22","modified_gmt":"2026-07-08T15:57:22","slug":"multiple-levels-of-meaning","status":"publish","type":"post","link":"https:\/\/calexis.com\/index.php\/2026\/07\/25\/multiple-levels-of-meaning\/","title":{"rendered":"Multiple Levels of Meaning"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Any good piece of communications works on at least three levels of meaning. This is true for books, movies, poems, songs, stories, even advertising. Without depth of meaning, communication becomes boring, discarded and forgotten.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This was first taught to me by <a href=\"https:\/\/en.wikipedia.org\/wiki\/Robert_Lewis_Shayon\" type=\"link\" id=\"https:\/\/en.wikipedia.org\/wiki\/Robert_Lewis_Shayon\">Robert Lewis Shayon<\/a> who was the Media Critic for the Saturday Review, a high end literature magazine. Shayon was also my Professor at the University of Pennsylvania. The penny really dropped for me when he had us write a critique of a popular TV show and i looked for and found the levels of meaning, as well as the holes in the plot.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Shayon also believed that you had to have a clear and articulated basis for any criticism, that means you had to have a standard you were measuring anything up to. There had to be some kind of gold standard defined in your mind. I explained this in Overcome AD-versity, explaining the thinking beneath the tip of the iceberg. It was not enough to just say \u201cIt was good\u201d or \u201cIt was bad.\u201d That\u2019s an opinion not an assessment. Opinions have no validity for judgement. They have to be informed and come from a base.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"728\" src=\"https:\/\/calexis.com\/wp-content\/uploads\/2026\/07\/Subway-Breakfast-Alarm-clock-1024x728.png\" alt=\"\" class=\"wp-image-2072\" style=\"aspect-ratio:1.4066040451084538;width:383px;height:auto\" srcset=\"https:\/\/calexis.com\/wp-content\/uploads\/2026\/07\/Subway-Breakfast-Alarm-clock-1024x728.png 1024w, https:\/\/calexis.com\/wp-content\/uploads\/2026\/07\/Subway-Breakfast-Alarm-clock-300x213.png 300w, https:\/\/calexis.com\/wp-content\/uploads\/2026\/07\/Subway-Breakfast-Alarm-clock-768x546.png 768w, https:\/\/calexis.com\/wp-content\/uploads\/2026\/07\/Subway-Breakfast-Alarm-clock-660x469.png 660w, https:\/\/calexis.com\/wp-content\/uploads\/2026\/07\/Subway-Breakfast-Alarm-clock.png 1221w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">I recently gave a university lecture where I dissected a commercial to show a group of MBA students that in a good commercial there were physical, social and psychological benefits being clearly presented, even if the viewer could not fully articulate each level of meaning. There were also a number of semiotic messages in it as well. Nothing you would notice until it was pointed out.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A frame from the breakfast product commercial is shown at the right. The one-second shot says: waking up, it is 7 in the morning, I am not happy, got to get up. the day is starting and more &#8211; in a one second shot. All this using an out of date clock chosen for its big numbers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Graphic information processes faster and can be more memorable than verbal explanations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The MBA students were amazed to learn of the depth in this communications and thought that goes into it since, like most people, they look at commercials and are only consciously aware of the superficial message they see.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It was an older commercial when there still was development time to think through the richness of the messages.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When I worked on child directed advertising, we had another challenge in levels of meaning. Ads aimed at kids 6 to 12 have quite a range of comprehension by age to accommodate. Six year olds are looking for quite obvious messages; humour is more slapstick or gags. As kids age, those messages become boring and kids are looking for jokes or word play.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"544\" height=\"414\" src=\"https:\/\/calexis.com\/wp-content\/uploads\/2026\/07\/image.png\" alt=\"\" class=\"wp-image-2063\" style=\"width:311px;height:auto\" srcset=\"https:\/\/calexis.com\/wp-content\/uploads\/2026\/07\/image.png 544w, https:\/\/calexis.com\/wp-content\/uploads\/2026\/07\/image-300x228.png 300w\" sizes=\"auto, (max-width: 544px) 100vw, 544px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">A good example is an old Tang commercial. It takes place on the moon where a family of moon creatures are trying to get more Tang. The astronauts famously drank Tang and apparently left a limited supply on the moon. The family includes a mom, a dad, an uncle and a kid.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This commercial featured the uncle selling admission to &#8220;See the Dark Side of the Moon&#8221; and charged a jar of Tang to do so. The kid picked up a rock and threw it into the darkness.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The family went in and the visual joke was that the dark side was like a curtain of immediate darkness. As the family goes in, we see them cut by the line of darkness. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"540\" height=\"409\" src=\"https:\/\/calexis.com\/wp-content\/uploads\/2026\/07\/image-3.png\" alt=\"\" class=\"wp-image-2066\" style=\"aspect-ratio:1.3202943093974109;width:318px;height:auto\" srcset=\"https:\/\/calexis.com\/wp-content\/uploads\/2026\/07\/image-3.png 540w, https:\/\/calexis.com\/wp-content\/uploads\/2026\/07\/image-3-300x227.png 300w\" sizes=\"auto, (max-width: 540px) 100vw, 540px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Once on the dark side, we only see the moon creatures eyes. And they complain they can&#8217;t see anything.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once they come out of the dark, the whole family enjoys a glass of Tang and a happy ending. The uncle explains that they shouldn&#8217;t have expected to see anything in the dark. It is a silly gag, the kind younger kids love. At this point, the rock that was tossed into the dark unexpectedly comes out of the darkness, without explanation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We also included bits of action that would not be noticed on the initial viewing, like the rock. What today might be called &#8220;<a href=\"https:\/\/en.wikipedia.org\/wiki\/Easter_egg_(media)\" type=\"link\" id=\"https:\/\/en.wikipedia.org\/wiki\/Easter_egg_(media)\">easter eggs<\/a>&#8221; &#8211; little actions that are seen after more than one viewing. This addresses the various levels of development of the child audience. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"533\" height=\"388\" src=\"https:\/\/calexis.com\/wp-content\/uploads\/2026\/07\/image-2.png\" alt=\"\" class=\"wp-image-2065\" style=\"aspect-ratio:1.373763496476369;width:318px;height:auto\" srcset=\"https:\/\/calexis.com\/wp-content\/uploads\/2026\/07\/image-2.png 533w, https:\/\/calexis.com\/wp-content\/uploads\/2026\/07\/image-2-300x218.png 300w\" sizes=\"auto, (max-width: 533px) 100vw, 533px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Kids love repetition, they are mastering the story and the younger ones feel great satisfaction knowing how the story will come out. I am sure we have all experienced that with smaller kids who want to see movies over and over.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We knew and planned for the high level of frequency the commercials would get.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Building layers of meaning into communications gets them through the superficial part of the viewers brain and into their memory and thinking part of the brain. Depending on the audience, adding levels of meaning can mean engaging different techniques.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A good place to start is with Zoom calls. The wardrobe, background, visible props you might have all communicate to your credibility. Think about these components. What shows up on the screen says something, even if you are wearing pajama pants.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The richer the message, the more likely it is to be noticed, remembered and understood. When we dumb the message down, the advertiser has to rely on mind numbing repetition to get a superficial message though. It might create reaction, but not interest, involvement or loyalty.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you liked this, read more at <a type=\"link\" href=\"http:\/\/Calexis.com\" id=\"Calexis.com\">Calexis.com<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Any good piece of communications works on at least three levels of meaning. This is true for books, movies, poems, songs, stories, even advertising. Without depth of meaning, communication becomes boring, discarded and forgotten. This was first taught to me by Robert Lewis Shayon who was the Media Critic for the Saturday Review, a high\u2026 <span class=\"read-more\"><a href=\"https:\/\/calexis.com\/index.php\/2026\/07\/25\/multiple-levels-of-meaning\/\">Read More: Multiple Levels of Meaning &raquo;<\/a><\/span><\/p>\n","protected":false},"author":2,"featured_media":2063,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,3,156,5],"tags":[436,435,434],"class_list":["post-2057","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-life","category-marketing","category-media","tag-easter-egg","tag-implicit","tag-semiotics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Multiple Levels of Meaning - Calexis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/calexis.com\/index.php\/2026\/07\/25\/multiple-levels-of-meaning\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Multiple Levels of Meaning - Calexis\" \/>\n<meta property=\"og:description\" content=\"Any good piece of communications works on at least three levels of meaning. This is true for books, movies, poems, songs, stories, even advertising. Without depth of meaning, communication becomes boring, discarded and forgotten. 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