• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Discuss the role and value of communication models across a range of marketing, advertising and communication media.

Extracts from this document...

Introduction

Discuss the role and value of communication models across a range of marketing, advertising and communication media. Use specific examples of advertising media that promote consumer goods and highlight aspects of your examples, using specific communication models to discuss their characteristics. When looking at advertisements in any form of media, at first glance they look simple and meaningless. When looked at in more detail it becomes more obvious that a lot of research has gone into the design of each individual advert to ensure that the correct message is passed onto the viewer. Over the years many people have developed models to describe how different forms of mass communication take place. Mathematicians Claude Shannon and Warren Weaver developed a 'mathematical model' which shows communication to be linear and one way. Other models include the Lasswell formula, Dance's Helical model, Westley and McLean's model for communication research, and Maletzke's model of the mass communication process. All these models will be described in more detail later on. A magazine advert for Davidoff Cool Water for women was found in Cosmopolitan. The paper that it has been printed on is of a higher quality than that of the rest of the magazine, signifying that the perfume is superior to the rest of the perfumes advertised. The photo of the perfume bottle on the page has been glossed over. This highlights what is being advertised and makes it the first thing you look at when glancing at the page. ...read more.

Middle

Orange also places their adverts at the beginnings and ends of commercial breaks to increase the chances of the viewers watching the correct channel. O2 are a mobile phone company that was launched in early 2002 after taking over from BT Cellnet. When they began their advertising campaign, they started off with short adverts on TV just saying O2. In magazines as well, it just said O2. No one knew who this company were. Then as time went on they started releasing more details about who they were and this culminated in their launch. After their launch, they continued to provide more information about themselves and the services they have to offer, the latest being media messaging and bolt ons. A communication model that could be used to describe this form of advertising is Dance's helical model. There is a diagram below. The model shows that communication is a circular process and is a two way relationship between the viewer and the company, in this case O2. As the viewer receives more information, the company is able to react to feedback, either through sales figures or customer enquiries and send out even more information for the viewer to process. For O2 this may be by providing extra services, such as bolt ons or just by providing them with extra information for example, use your mobile phone abroad. This means that as you move up the spiral it gets wider, due to more information being passed around. ...read more.

Conclusion

These factors may include the fact that the viewer is not reading the correct magazine, they may flick past that page by accident, or they may get sick of all the adverts in magazines, so they don't even bother looking at them and just read the articles. On the far right of the model there are factors that influence the receiver themselves. The receivers self image may affect their perception of the message. They may think that Monsoon are not their style of clothing, and avoid shopping there or looking at adverts associated with the shop. The personality structure of the receiver may be that hey aren't a very confident person so they would never dare wear an item of clothing from Monsoon. The receivers social environment would also affect the effectiveness of the advert. It is uncommon to find students walking around a campus in Monsoon clothing, whereas a person who had to do a lot of socialising as part of their job, such as PR probably would. Putting all these sections together creates the basic structure of the Maletzke's model. There are also other factors on the model such as the receivers image of the communicator and the communicators image of the receiver. There's also the case where there may be spontaneous feedback from the receiver. When studying adverts and campaigns there is no correct way in which the models being can be interpreted. It is down to the individual and their own understanding of it. Models can also only be used as guide because in reality, they are only a simplified version of events that can be used to cover a whole variety of events. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Electronic Media Studies section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Electronic Media Studies essays

  1. Addressing the legal and ethical issues of electronic commerce.

    Other fraud; Many non financial types of fraud exist on the Internet. For example, customers may receive poor-quality products and services, may not get products in time and may be asked to pay for things they assume will be paid for by sellers, and much more.

  2. facebook: communication

    husband or wife, second, too much photos, women, that can lead men to sexual arousal, third, fake account of user's identity, next, men download photos to their computers for their private viewing, next, people tag controversy group or individual photos without permission from their friend and last but not least, Facebook as a platform to self-condemn1 and to condemn others.

  1. "Does Technology have an essence? Define what this might be and critically assess how ...

    Heidegger distinguishes modern technology from its ancient form. He observes: "Everywhere everything is ordered to stand by, to be immediately at hand, indeed to stand there just so that it may be on call for a further ordering. Whatever is ordered about in this way has its own standing, namely standing in reserve (Bestand)."(sayfa no)

  2. I will be looking at the main form of mass media communication in society ...

    us interaction, where the viewers have control over what they watch and when they watch it. (Digital TV today appendix P11) TV's Effect on Society The question whether or not television has had a decisive influence on everyday life and has helped change society has been questioned by sociologists and psychologists for many years now.

  1. The rapid development and utilisation of information and communication technologies has dismantled gender hierarchies ...

    Computers have allowed people with disabilities to work more independently; they have opened up dozens of new career fields; and they have put job seekers with disabilities on a more equal balance with other applicants. Electronic technology is now so much integrated into part of our everyday lives, besides being

  2. Contemporary advertising has been formed with the development of mass communication media.

    Compared to it, radio and satellite and cable showed rather modest growth. In the case of internet, though Dentsu data is available only for five years, it grows surprisingly fast and we can expect its bright future. According to Impress, the population of internet user in Japan is estimated about

  1. Evaluting My Media Detox

    Having a Wi-Fi connection has become an essential part of our lives; we need it 24/7. You can no longer go to a restaurant and enjoy a meal, you have to take a picture of what you?re eating and share it on every social network you can.

  2. Social networking and computer mediated communication

    They are eager to acquire skills needed to develop creative multimedia presentations and to become multimedia producers not merely consumers (Tapscott, 1998 from Talmud & Mesch 2010). He supports and encourages the youth and Internet. The following is an entry from a blog of a Linguist and his take on

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work