An advertising agency is preparing a magazine ad that will feature a picture of a bowl of green beans featuring French's fried onions in the foreground. It is now trying to decide on an appropriate background for the bowl. In terms of the communications model, the agency is in the process of:

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In the communications model, encoding refers to the process of turning the sender's ideas into a message, which can be verbal, visual, or both. In this scenario, the advertising agency is deciding on the visual elements (background for the bowl) of the ad, which is part of the encoding process.

An Advertising Agency Is Preparing a Magazine Ad That Will