Chapter 6 The Communications Process and Consumer Behaviour Flashcards
Define Semiotics.
Study of signs and the analysis of meaning-producing event.s
Define Sign.
Words, visualisations, tactile objects, anything else perceivable by the senses has a constructed meaning to the receiver interpreter that is both idiosyncratic and context dependent.
Define Meanings.
Thoughts and feelings evoked within a person when presented with a sign in a particular context; internal responses people hold for external stimuli.
Define Denotative.
Exact or direct meaning (e.g. home = where we live).
Define Connotative.
Implied or interpretative meaning (cozy home)
What is the difference between structural and contextual.
sign-to-sign relationship. ??????????
Difference between simile and metaphor.
Simile - Love is like a rose
Metaphor - love is a rose
Define Allegory.
Conveys meaning in a story-under-story, where something other than what is literally represented is also occurring (an extended metaphor).
Define Personalisation.
Geico gecko, who exemplifies a smart-thinking spokesperson touring how much money you could be saving with Geico.
What is meaning determined by?
- The message source’s choice of communication elements
- The receiver’s unique social-cultural background and mind-set at the time of exposure to a message
What do people get out of socialisation?
People learn cultural values, form beliefs, and become familiar with the physical cues representing these values and beliefs.
COLOUR
LECTURE SLIDE/ NOTES
Define communication.
Process of establishing a commonness between a message sender (advertiser) and a receiver (consumer).
Describe the Communication Process.
- Source - encoding
- Communication objective
- Message
- Message channel
- Target audience - decoding
- Communication Outcome
- Feedback
- Noise
Define a source.
A Communicator in some marcom capacity: advertiser, salesperson, blogger, etc.
Define Encoding.
Process of translating through into symbolic form
Define a message.
Symbolic expression of what the communicator intends to accomplish: ads, sales presentations, package designs, etc.
Define message channel.
Path through which the message moves from source: receiver, tv radio, newspaper, salesperson, etc.
Define Target Audience (receiver).
Prospective and present customers of an organisation’s product or service.
Define Decoding.
Involves activities undertaken by receivers to interpret - or derive meaning from - marketing messages.
Define Communication Outcome.
This outcome hopefully matches the communicator’s general objective and result in increased levels of brand awareness, more positive attitudes, or greater purchasing of the brand.
Define feedback.
Allows the source a way of monitoring how accurately the intended message is being received and whether it is accomplishing its intended objective(s).
Define Noise.
The distractions surrounding a message that moves through a channel.
May occur at any stage
What are some examples of Noise.
poor internet connection, crowded magazine page, personal sales convo being interrupted.