| Sumario: | Since advertising there has been an interest in the way in which consumers understand the brand. This phenomenon has been called "perception." However, this term has been a theoretical construction that has been made from psychology and points to a basic psychological process where a subject interprets the sensory. Although this is something that can also happen in the advertising field, especially in its advertisements with the laws of Gestalt, color, shape, among others, those questions that this discipline is asking regarding the thinking of its consumers is scaled to cognitive processes more elaborate than perception, since they involve symbolic constructions at a cultural and individual level regarding the brand, codes and metaphors based on the messages that the brand constructs for the consumer. This leads to the conclusion that the term symbolic decoding can adequately name this process of information analysis that transcends the perceptual process. It is important to clarify the objective of advertising regarding this process as it will have implications in the way of making measurements in the future and choosing methodologies and research scopes in future studies.
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