A Basic Model of Communication - Source Encoding
"To better understand the symbolic meaning that might be conveyed in a communication, advertising and marketing researchers have begun focusing attention on semiotics, which studies the nature of meaning and ask how our reality - words, gestures, myths, products/services, theories - acquires meaning. Marketers are using individuals trained in semiotics to better undersatnd the conscious and subconscious meanings the nonverbal signs and symbols in their ads transmit to consumers... However, the meaning of an advertising message or other form of marketing communication lies not in message, but with the people who see and interpret it. Moreover, consumers behave based on the meaning they ascribe to marketplace stimuli." - Belch, George E. and Belch Michael A. (1999) Advertising and Promotion: An Integrated Marketing Communications Perspective, Mc Graw Hill, Singapore.
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