The conceptual map of meaning and language are the basis of representation. The conceptual map of meaning, are concepts organised, arranged and classified into complex relations to one another. The conceptual map of meaning although allows you to distinguish your own individual interpretation of the world, at the same time as holding similar views to that of other people in your culture. As the meaning is produced and constructed and in turn learned by a particular group of people. Therefore sharing conventions and codes of their language and culture. Signs can only convey meaning if we possess codes which allow us to translate our concepts into language. These codes are the result of social conventions which lead to the shared maps of meaning. These shared meanings are learnt unconsciously as we become members of a culture

Advertisements refer not only to things and situations but also a way of seeing and interpreting them. Advertisements constitute a repotoire that viewers can draw upon both for representing and understanding themselves and for making sense of their external reality. Advertising shapes reality to serve capitalism and the Ôpost modernÕ position, according to which advertising offers a pleasurable synthetic experience as a surrogate for reality.(Chiara Giaccardi,TV Advertising and Social Reality)

The study of culture has led to generalisations that may apply to all cultures. Such characteristics are known as cultural universals, which are manifestations of the total way of life of any group of people. These include such elements such as bodily adornments, court-ship, etiquette, family gestures, joking, food, mealtimes, music, personal names, status differentiation and trade. These activities occur across cultures, but their manifestations may be unique in a particular society, bringing about cultural diversity. Common denominators can be found, but how they are accomplished may vary dramatically. These elements are both material and abstract.

However we cannot express or communicate this meaning without the second system of representation, language. Language is the only way in which meanings can be effectively exchanged between people, as people within the same culture are able to interpret the sign of language in the same manner. As the meanings become natural through the conditioning of culture. For example the word white in Australia represents a colour of purity, however in China it is the colour of death. Demonstrating that different cultures have not only have different meanings in their shared conceptual maps, but a different language to express it. As meanings change rapidly throughout cultures to really understand another culture you must live there and speak the language for some time. Cultural, social, political, and linguistic conventions are learned over time.

Some common words found in the essay are:
, Victorian Bitter, Berman Institution, Asian Italian, Advertising CommunicationWe, Ganges River, West Gold, Social RealityAdvertisements, Indian Dhobi, Traditionally Australian, advertising social, cultural knowledge, conceptual map, media portray, conceptual map meaning, map meaning, cultural values, culture society vol12, society vol12 pg, social change, meaning shared, london thousand, sage london, providing cultural knowledge, conceptual maps language,
Approximate Word count = 2357
Approximate Pages = 9 (250 words per page double spaced)