200086 Lecture 2: Marketing Communication_Week 2
Lecture 2-The communication process
● L.O-how the elements of the communication process transfer, meaning from the sender
to the receiver
● the nature of meaning in marketing communication using a perspective known as
semiotics
● how marketing communicators use the three forms of figurative language (simile,
metaphor and allegory)
● the basic features of the two models of consumer behaviour: the consumer processing
model (CPM) and the hedonic, experiential model (HEM).
1)Elements of the communication process-
● Communication involves a shared or common meaning.
● Communications are made up of a sender and receiver.
● Both are active participants, therefore communications is with
another person not
to
another person.
process usually one way model
feedback-can be instant,robust-reviews by customers e.g) on food service
through social media commenting,surveys
●Technology will influence:
○how information reaches consumers
○who seeks out information
○places where information can be gathered, outside of those created by
marketers.
● A two-way communication model for this technology- driven age needs to be adopted.
Communic model for 21st century marketers-communicates via agent,media,sale force (might
be more effective) -competitors
● Effective communication ensures that the message from the sender to the receiver is
based on a common meaning.
● A lack of common meaning can lead to:
○ a waste of resources
○ an ineffective message.
Semiotics-
● Semiotics is the study of signs and the analysis of meaning-producing events.
● Signs are stimuli that may include both linguistic and
● non-linguistic signs.
● Meanings are the thoughts and feelings evoked by
● the stimuli.
Signs-
● Signs are the stimuli used to evoke an intended meaning.
● Signs contain no meaning in themselves; they must be paired with a person’s internal
responses.
● Signs are most effective when they are common to both the sender and receiver.
Meanings-
● Meanings can be considered the perceptions (thoughts) and affective reactions
(feelings) of the receiver.
● Meanings are evoked by a stimuli (signs).
● Meanings are internal and subject to individual interpretation.
e.g. Advertisement can be interpreted
External influence on meaning-
● Marketing communications take place in cultural and social environments that are
already loaded with meaning.
●These external influences (values and beliefs, and artefacts of these values and
beliefs) are learned through socialisation.
● These external influences can influence the internal interpretations of the marketing
communications.
Symbols-
● Symbols are used to establish a relationship between a brand and a referent; e.g.
Red Bull uses the picture of two bulls to represent strength.
● Often the symbolic relationship is established using figurative, or non-literal language.
3 forms of figurative language-
Simile
● Uses comparisons (as
or like
) to highlight the message
e.g. Tough as nails, Cold as Ice
Metaphor
● Applies a word or phrase to give meaning to concept or object it does not literally
describe e.g. ‘Weetbix – the breakfast of champions’
Allegory
●Characters, figures or events are used in a narrative or pictorial form to represent
difficult-to-advertise products. A story within a story e.g. a party scene and
Yellowglen champagne is served
Document Summary
Communication involves a shared or common meaning . Communications are made up of a sender and receiver. Both are active participants, therefore communications is with to another person. another person not process usually one way model feedback-can be instant,robust-reviews by customers e. g) on food service through social media commenting,surveys. L. o-how the elements of the communication process transfer, meaning from the sender to the receiver. The nature of meaning in marketing communication using a perspective known as semiotics. How marketing communicators use the three forms of figurative language (simile, metaphor and allegory) The basic features of the two models of consumer behaviour: the consumer processing model (cpm) and the hedonic, experiential model (hem). Places where information can be gathered, outside of those created by marketers. A two-way communication model for this technology- driven age needs to be adopted. Communic model for 21 st century marketers-communicates via agent,media,sale force (might be more effective) - competitors.
