Task 4 - Communication Theory.


Shannon and Weaver's Mathematic Theory of Communication was developed through the Second World War as they were trying to find new ways in which the 'channels' of communication could be more efficient. They mainly used the telephone and radio waves to do so. This theory was created to show the way in which it works, of which they claimed could be used in any form of social communication. They broke the theory down into 5 different sections: Information/Source - Transmitter (Encoder) - Channel - Receiver (Decoder) - Destination.

The idea of The Shannon Weaver model can be used to look at the social relationships within communication in graphic design. It begins with the initial transmission of the message and how the receiver will interpret/decode the message, which relies on the way in which the message is communicated through the channel/media you chose.

For example the brand 'Yorkshire Tea' their initial message they want to transmit is the idea of comforting, genuine, wholesome tea and therefore relates it to a 'good' channel/media of relating it to Yorkshire of which the receiver they are aiming to target can relate the message.

Also like the design of the packaging below for Kettle Crisps, the message they are trying to portray is the idea they are 'better' quality crisps/ healthier. They have done this through using what we would call natural colours which suggest that the contents are also natural. Which would successfully target their audience of people whom are either conscious of their weight and want to be healthier or the upper class people all of which who enjoy crisps.

Designs for anti smoking ads also fit into the Shannon & Weaver model as they are transmitting the idea of getting 'hooked' once you start smoking. They have done this in a negative way through using the semiotic of being a fish and the imagery portrays a negative/painful image of what it is like. They have successfully targeted their receiver as they can relate to the feeling of the campaign therefor it is works as a piece of graphic design and communicates well.