24210 Chapter Notes - Chapter 5: Spoken Word, Nonperson, The Sender
Document Summary
Encoding: encoding = putting thoughts, ideas, or information into a symbolic form, verbal, spoken word, written word, song lyrics, graphic, pictures, drawings, charts, musical, arrangement. Instrumentation: voices, animation, action/motion, pace/speed, shape/form, human communicators, verbal vocabulary, grammar, inflection, nonverbal gestures, facial expression, body language. How to select a presenter (including celebrities) viscap model (by rossiter and percy) If (cid:455)ou(cid:859)re tr(cid:455)i(cid:374)g to (cid:272)reate (cid:271)ra(cid:374)d a(cid:449)are(cid:374)ess, (cid:455)ou (cid:374)eed to (cid:272)hoose a high profile celebrity. If looking to create credibility, use reliable source. If emotive results, use someone target market relates to. Message: contains the information or meaning the source hopes to convey, channel facilitates communication between sender and receiver: Individual sender or receiver characteristics: social network characteristics, seedling = identifying and choosing the initial group of consumers who will be used to start spreading the message, motivations for social sharing of videos. Noise: unplanned distortion in the communication process, o(cid:272)(cid:272)urs (cid:271)e(cid:272)ause the fields of e(cid:454)perie(cid:374)(cid:272)e of the se(cid:374)der a(cid:374)d re(cid:272)ei(cid:448)er do(cid:374)(cid:859)t o(cid:448)erlap.
