In 1999, Edeco Tool AB, a company in the industry tool trade, began working together with Clara reklambyrå with the ambition to position Edeco as new thinking, fresh and forward looking. This year, 2002, a number of advertisements began running. They were planned to make a radical break from the pattern in the media Edeco was advertising, the trade magazine Aktuell Produktion. The ambition was to get through the blur consisting of competitor’s ad-vertisements, and present Edeco as more dynamic than the others, without losing the good image they already had. The new way of advertising was planned to focus more at Edeco, earlier Edeco’s suppliers had been the priority, and the strength they have. The ambition with this report is to see how and why the new advertisements have been created, how they are put together and what the audience think about them. This report begins with some background information where both participants, Edeco and Clara, are being introduced. This is based upon interviews with Pär Marcus at Clara and Christer Larsson at Edeco. Why the advertising has been changed and how they want their new advertisements to be interpreted is being explained in this chapter. This is followed by a method chapter where the making of this report is being explained in detail. The next part will give a description of the theories that are the foundation of this report. The focus here will be on Stuart Hall, David Morley and John Fiske and their theories about pre-ferred reading, encoding/decoding and narrow/wide code. With this, more theory will be ad-ded, in particular theory specific to advertising, for example David Ogilvy and Bo Bergström. The last part of this chapter describes the tools, the theory, that will be used for the analysis of Edeco’s advertising. The next part will focus on the interviews and the result from them is being showed. This re-sult will be showed without any analysis or interpretation; they will be made in chapter seven. In the last part the advertisement will first be analysed according to the theory earlier de-scribed. In the next chapter the answers from the interviews will be analysed. What this will show is for instance that the audience is somewhat disappointed with this new advertisement even though they still look at Edeco in a positive way. The audience says that they want to see more in the advertisements of what Edeco has to offer. They say that the last advertisement did not give enough information and that the advertisement could have been put together in a better way. This report is then concluded with some comments about the big picture and some suggestions for future work.