5W mode

Overview

It can be seen that for advertising, Lasville has important significance for defined five analysis, and the five elements constitute all the contents of the advertising movement. These five W have systematically studied between the advertising effects, and the grasp of each element is the basis for the success of the advertising movement.

1. Communicator - Control Analysis

Communicator is the starting point of communication activities, and is one of the centers of communication activities. Matient Communication can be an individual, editing, reporter, director, host, producer, etc., they are organized vocational communicators, they produce, and dissemble information. Communicator can also be media organizations, such as newspapers, radio, television stations, publishing houses, film companies, etc.

Communicator is responsible for collecting, finishing, selection, processing, processing and dissemination information during the propagation process. They are called "Take Human", and their behavior is called "put off". This concept is first proposed by the success of the founder of the spreader in 1947, in 1947, the "group life channel" published in 1947. Lu is considers that the communication network is covered by people, these will be responsible for the entry and flow of information. The chance of people is not individual behavior, which is subject to political, legal, economic, social, cultural, information, organization, audience, technology, and personal factors. This point of view emphasizes the propagation of the propagation in the early stage of society.

During the process of communication, in the process of dissemination, they control the propagation content, and they are a subsystem in the social system, which is also controlled by the basic system of society, they It is also one of the social control methods. Therefore, the research on the propagater is also called the control analysis.

2. Information - Content Analysis

Communication content is the center of communication activities. It includes two parts: specific content and propagation mode. The propagation content is produced in the process. This content is not a universal information, but all information transmitted to the audience through mass media. Examining the content of the public, there is 4 points below.

(1) Synthetic: Whether it is the initial publicization or specialization, from the content system of the entire medium, comprehensiveness has always been its core characteristics, and it is more powerful, because the more Specialized division of labor, the more the social integration of various professional media needs.

(2) Openness: The content of the public is facing the whole society, so it will inevitably, there is no concealment; however, the propagation is different, sometimes through special communication methods and means Adjust the disclosure, or strengthen or diminize.

(3) Openness: The content of the mass spread is continuously entering and output, so it is a changed, open system. It is necessary to change the adjustment with the development of society.

(4) Popularity: Volkswagen Communication The content is subject to the public as its own appeal. Therefore, the propagation content should be adapted to the public's reception in terms of appeal, demand, demand time and space. This is more obvious in the era of popularization. When the mass spreads to specialization, the extension of the mass concept is gradually narrowing, and the mass of the public is more than the population behind the public.

Therefore, to achieve effective information dissemination, you must master the production, flow and analysis, research, and the corresponding content analysis. Content analysis is to investigate and research content and biography, subject to different methods, but the basic role is the same, which is important for the communication of communication and its social significance.

3. Media - Media Analysis

The medium is the basic component of the propagation process, which is a substance means that the propagation behavior is implemented. Media, intermediary or intermediaries, existing during the movement of things. The medium in the sense is a substance entity that propagates the information symbol. Communication scholars Wilbe Schram mentioned in its classic book "communication in communication:" The medium is insertional process, to expand and extends the information transfer tool ... ". Substance entities that spread the information symbols, we can call the mass media, including newspapers, magazines, radio, TV, movies, books. Substance entities that spread news information symbols are news media, including newspapers, news magazines, broadcast, television, etc.

The research link corresponding to this is that media analysis can be said that it has always been the focus of the field of propagation research, and has great practical significance. Its research can be carried out mainly from the two perspectives of micro and macro: by analyzing the body characteristics of microscopic media to better control and use this medium; through analyzing a macro media overall living environment, how to find the media to meet the society The needs of political, economic, cultural, etc. to achieve their value. This is also a holistic context that this book is based on the relevant issues of the fifth media, that is, through structural analysis, both the laws and characteristics of its body, and what specifically does it generates the entire social environment The influence is to find the future trend as the starting point.

In the field of traditional communication research, the research on mass media is mainly expanded from the following persons.

(1) Communication means: means that the medium is used to spread information, that is, what transmits symbols. This is the foundation of the distinct medium, and it is also the starting point of the media characteristics;

(2) Time limit: Different communication media have distinct features in their information communication;

(4 ) The extent to which the audience is involved in the media: the audience is with purpose and participation awareness, active use of media. The participation of the audience is mainly referred to in the intervention of the audience in contact and using the media. The participation of the audience is different, and the medium will vary.

Research the media from the above four aspects can compare the characteristics and regularities of the media to fundamentally. With the development of mass media, especially after entering the network era, the research perspective of the media is constantly adjusting, but the grasp of its basic characteristics is still the most critical.

4. Acceptor - Audience Analysis

The recipient is also known as the audience, is a proactive information recipient, information re-processing commissioner and propagation The feedback source of the event is one of the motivations of communication activities and one of the central links, which plays an important role in communication activities.

In interpersonal dissemination and organization communication, the transmitter and the transmitter are relatively presence, under certain conditions, the positions of the two can be exchanged, and the two are mainly completed in the face-to-face environment, which can Timely feedback and adjust the propagation content and methods; the audience in the mass spreader, is the introducer of the subject, is a general title for social media information recipients. Specifically, the authors of the newspaper book, the audience of the broadcast, the audience of the movie drama. They can determine a propagation content, a media, and even the spreader itself. From this perspective, the emergence of the fifth media is not only the role and interrelationship of the transmitter and the subject. It has never unprecedented self-propagation, interpersonal communication, organization and mass communication. A perfect combination.

The research and analysis of audience issues mainly surrounds the characteristics of the audience, the audience's behavior motivation, the value of the audience and its social meanings, and its social mean. Among them, the research on the transfer of relations is quite key, around this problem, the interrelationship between each link in the propagation mode is constantly being continuously adjusted.

5. Propagation effect - Effect analysis

The so-called propagation effect refers to the information sent by the communication from the media to the audience. Changes in concept, behavioral ways. The effect research mainly focuses on the development of the publicly retroactive position, and there are many power in the view, but also involve the impact of the public to social and cultural. It can be said that the effect research has always been the highest in the field of communication research, the largest controversial, and the most practical link.

In 1981, the US Communicationist Warner Sevulin and Xiao James Tamad conducted a general summary of the research track of the propagation effect on the basis of comprehensive human research. Divided into "gunballism", "limited efficacy", "moderate efficacy", "strong efficacy", four stages of "strong efficacy", and points out that it is a trend that is helilted. These are the theoretical summary summary, which is focused on the grasp of the historical process of communication research. This macro study provides many inspiration for the micro-effect research of the media: such as the theory of polar spread and public opinion leaders; use and satisfying theory; innovation and diffusion theory; silent spiral theory, etc. These theories are to establish theoretical model after summing up the phenomenon and verify that they have important guiding significance for communication practice.

From the specific propagation effect, the development of mass media media makes individuals can easily understand the world outside the body, and the political, economic, military, diplomacy, and diplomacy, and Most of the cultural, social life, etc. are obtained by the mass media. The mass communication medium will also pass the knowledge of the audience to the audience, and further accelerate the socialization process of the audience. In addition, mass media is also role in groups, social and cultural. All in all, this effect is long-term and potential effects, audiences, media and social interactions, independent and unity, mutual restrictions and promote the development of each other.

Theory

1. The theme of advertising dissemination "Who" is "personal or organization", which is the first element of advertising communication. Advertising Communication must clear the advertiser, which is determined by the purpose and responsibility of advertising communication. As a commercial advertising, its purpose is to disseminate goods to consumers or provide some kind of service information. When consumers need to purchase this item, I need to know who is produced here; in addition, advertising communication is to be socially responsible for the society, only the advertisement spread to the consumer, can be truly Clear responsibility.

2. The object of advertising is "what", "message" (or "information"). This is the second element of advertising communication. Information is specific to ideological concepts, feelings, attitudes, etc. The information here is not intended to refer to any aspect of information, but is limited to information about advertising. "Responding" is "intended to spread". "What is intended to tell the audience?" The advertiser only disseminates the information of the appeal to the audience to achieve the purpose of advertising communication.

3. The third element of the advertisement is "Media" - the channel passing.

The medium transforms information to "appropriate symbolic form", only this conversion may achieve propagation across time and space. Here "appropriate symbolic form" means that advertisements are accepted by the propagation objects through specific media or channels, information or transfers information, or a text, image, or becoming language. Since different media and channels are selected, the information or changes in the image or the image will change accordingly.

4. "Split", "others or organization", refers to the object of advertising, which is the recipient of information or become a audience. This is the fourth element of advertising dissemination.

Advertising Communication is always performed for a certain object. There is no meaningless communication, even if the communication is not specifically determined to accept its advertising information, how many people are, which kinds of people, but this does not hinder advertising communication is for some people. . In fact, when the advertiser is always based on the promptible information recipient when starting to initiate communication activities.

5. "Feedback" means that the advertising activity is not only a process of sending information to the recipient, but also the acceptance of information and the feedback process of the recipient as a reaction, is the sum of the propagation, acceptance, feedback activity. This is that advertising communication activities should not be seen as a one-way linear propagation, but a continuous cycle, develop, deepening continuous and complete process constructed by recipients and feedback information.

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status Defect

5W mode is not shake, because it is the earliest to divide the propagation process into 5 parts or elements, and The corresponding field of five research is defined, and the propagation and planning of communication is effectively described.

It is mainly from four aspects:

1, this mode will vie the propagation as a persuasion process, thinking that communication is the communicationman intends to affect the recipient, and It can achieve a certain effect - understanding this, because Laswell entered the communication from the perspective of studying political dissemination and promotion;

2, this mode ignores feedback;

3, this mode ignores the impact of external environment during the propagation;

4, the propagation is divided into 5 parts, ignoring the complexity of communication behavior; simultaneous division of research in 5 Part, Ignore the association between each other - in fact, spreading is constantly making, it is difficult to separate a specific and single communication behavior independently.