MC 2525 : MC2525 Review 2
Document Summary
Persuasion is different from coercion: coercion involves force, persuasion has to have some sort of identification. Transmission model: source-encoding-message-decoding-receiver, because of the room for interpretation, some messages are decoded differently than the original message, volkswagen think small, clinique pin, diesel jean ad with nuns. Ritual model of communication: communication is about creating, changing and maintaining culture. Persuader >>>>>>>>>>>> identification <<<<<<<<<<<<<< audience (verbal and visual symbols) (emotions, needs, values, reasoning) Meaning is created and shared: when the source encodes the message with symbols familiar to the receiver, marlboro man, he is a cowboy; represents individualism, classic. Americana: marlboro, first to introduce filtered tip- by in large was more popular with women, needed to sell it to men, had to identify with men, product (cigarette) > meaning (rugged individualism) > Association (cowboy) > consumer (rugged individualism: a marlboro cigarette does everything a winston and. Camel cigarette does delivers nicotine: a meaning needs to be attached to a product to make it different.
