When we look at an image we automatically find meanings in it. We find the meaning with "tools" that decode clues in the image. The tools vary from person to person and are changed by elements such as: age, sex, culture, skin colour, political views etc.
The clues that may give some meaning are colour, tone, contrast, compositions, style, the way it addresses the viewer etc.
My example
This is an ad for Post-its. The meaning for me is quite obvious, it is a guy who has so many one night stands or drunken nights that he doesn't remember the woman's name. To someone from a country where one night stands are rare, not publicly acceptable or where sex is talked about, they would not understand this ad at all.
Picture from http://news.hereisthecity.com/cntns_media/hitcn/me_347.jpg
Picture from http://news.hereisthecity.com/cntns_media/hitcn/me_347.jpg
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