Such devices allow the creator/maker to target more directly specific demographic sectors within society and also to encode the visual images in a way that is relevant for a specific audience. This essay seeks to examine contrasting ways in which designers target their audience, encode the visual narratives they present. An examination of contrasting Fashion periodicals will enable a comparative analysis that will explore the various narratives being used. It will also draw upon the work of Roland Barthes for his understanding of the cultural codes being used within the encoding of visual images, semiotics of fashion and his work on narrative theories.