Advertising as Communication Tool
Meaning of Communication
Communication is
a Latin word which means ‘to share’. It is the sharing of information between
different individuals. It includes the sharing of ideas, concepts,
imaginations, behaviors and written content. Communication is simply defined
as the transfer of information from one place to another. This transfer of
information can be conducted in different ways.
Communication
is a simple process, yet showing complexity in some aspects. Different ways of
communication and the distances over which one is required to transfer the
information make the process complicated.
Important
elements of communication
There
are three elements necessary to conduct a communication i.e.
1.
The sender,
2.
a medium (the platform over which information is conducted) and
3.
a recipient.
The
sender is the most involved person with a full understanding of that matter
which he wants to deliver.
On
the other hand, the receiver does not necessarily know about the sender and the
subject of information which the sender aims to deliver.
Steps
of communication
Technically
the communication process is split into three major steps. This includes the thought, encoding and decoding.
The
thought is the subject of information that exists in sender’s mind. When the
sender transforms his thoughts, ideas or concepts into verbal speech or a
written message, then this is known as encoding. Encoding refers to the
encryption of ideas from the perspective of the sender.
When
the message is received by the receiver, the recipient reads and understands
it. He may translate the information to better understand it. So decoding
refers to the interpretation of information from the perspective of the
receiver. When the receiver clearly understands the information sent to him,
two-way the communication process ends here.
Communication
can be a one-way or two-way process. When the information conveyed by the
sender is received by the recipient, this states for the completion of a
one-way process. It is not necessary that the recipient must respond to the
sender, but if the recipient formulates a message in reply to sender’s message,
then communication becomes a two-way process. Media content is an example of
one-way communication, in which the receiver is not required to respond back,
but he only receives the information.
Types
of communication
There
are different kinds of information. The two major types are verbal
communication and non-verbal communication.
Verbal
communication
Verbal
communication is the sharing of information through speech. It includes the
information that people hear on radios, televisions, telephones, speeches and
interviews.
Effective
verbal communication incorporates the use of interpersonal skills. Factors that
contribute to the effectiveness of verbal communication are the clarity of
voice and perception and listening skills of the recipient.
Verbal
communication, if it is conducted in a two-way loop, is usually based on
immediate responses. Verbal communication is also influenced by eye contact,
gestures and facial expressions. The hearing and understanding skills of
recipient help him understand the context of information and develops his
responses accordingly. Linguistics and the way of presenting information build
the impact of communication on the recipient.
Non-verbal
communication
Written
or spoken words are not the only means for sharing a message. When there is no
use of words, and the recipient understands what the sender is asking, then it
is known as non-verbal communication. Non-verbal communication is conducted
through eye contact, postures, gestures, facial expressions, chronemics and haptics.
Visuals
are also an excellent way to represent any information. Use of pictures, symbols
and graphs can help a person communicate effectively. Even hairstyles and
clothing of a person convey information regarding his nature, mood and
intentions. People use architectures, and different colours and textures for
home and office surfaces to represent their interests and preferences.
Written
communication
Written
communication includes the kind of information transfer where the encoding of a
message is done in written form. The message may only be written in words, or
it may include different symbols, or sometimes even machine codes.
Written
communication is influenced by writing and representation skills of an
individual. Written message is developed while taking the audience into
consideration. Different audiences have different levels of perceptive
abilities. Different kinds of messages require different techniques of writing.
Like an analytical report is written in a way greatly different to a CV or an
essay.
Challenges and criticisms of
communication
However,
the challenges for sharing information over time have majorly been resolved, but
still, there are some barriers that hinder the communication process.
Personal barriers
Communication
carried between individuals is greatly influenced by one’s capability of
speaking and writing. If the message is not written or spoken well, it may make
the message and its meaning ambiguous for the receiver.
The
translation of written message can be misconceived as different recipients will
interpret a certain message on the basis of their individual perceptions and
knowledge.The receiver may face difficulty in understanding the information,
and there are high possibilities that he may conceive wrong information. So a
message must be written in such a way and with words that the intended
recipient can easily understand.
Systemic barriers
When
communication involves electronic and digital means, the machine and network
errors can affect the effectiveness of communication. Usually, if there is a
problem encountered, there will be an unwanted delay in information.
Modern perspectives of communication
The
phenomenon of communication has travelled far from the concept of paper
and pen. Now, with the evolution of the internet, almost every electronic and
digital device has become a means of communication. Besides computers and
mobile phones, from fuelling devices on the petrol pump to the radars, all
devices have been transformed to share information.
These
devices amazingly carry and deliver information over considerable distances and
time lapses. The delivery time for sharing information has almost diminished.
One can send and receive the information in a blink of an eye.
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