Communication Theory
The Shannon and Weaver model was developed in 1949, for the second world war. It was originally used for research by the Bell telephone industries, but has now been tweaked and edited so that it can transfer over and be used in analysing social conduct in the every day life. It is based on the attempt to map out communication in its simplest stages. It was developed to maximise the efficiency of communication. Both Shannon and Weaver did this by breaking the system down into five simple sections; information (source), transmitter (encoder), channel, receiver (decoder) and finally the destination. The beauty of this structure is that it can be used across all social structures for example Graphic Designers. The information stage at the beginning would be the Graphic Designer followed by the transmitter. This would be the form in which the design work has taken shape in. For example looking at ‘Gallerian’ by Design Agency BVD, the poster and interior graphics would have been created digitally using software such as illustrator. There is a risk of noise being created here due to elements being added unintentionally such as files being damaged or their resolution being changed without knowing. The next stage, the channel, would be the form in which the design is produced. Again referencing the retail identity created by BVD there was a varying amount of media it was produced in such as; posters, magazine layout and interior graphics. The poster designs created would be redundant because this is a form that works perfectly for the message being conveyed, it minimizes the opportunities for a communication breakdown due to the fact its pure type so all a viewer would do is read. The reduced information shows there is nothing else needed, something easy will communicate effectively. After the channel follows the receiver, being the people who are viewing the images and designs. As mentioned before the graphics are redundant due to their simplicity. This reduces the level of noise between the channel and the receiver, leading the receiver to accurately interpret the message. Lastly there is the destination, providing that the message has been accurately interpreted the message will reach the destination in its desired way. This campaign works due to the fact it taps into stereotyped forms of advertising and communication, leading people to respond in the way they always have done.
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