Wednesday 23 March 2011

Task 4


The Shannon- Weaver Mathematical Model 1949

Redundancy- repetition of messages to reduce the probability of errors in transmission
Entropy- information: (communication theory) a numerical measure of the uncertainty of an outcome
noise- source of interference 
 The shannon weaver model is about an information source transmitting itself to the receiver , it must first pass through noise and then the receiver must convey the message to it's destination. If noise is not transmitted, communication can be lost or  misunderstood. Semantic noise is ‘any distortion of meaning not intended by source’ (Fiske. R, 2002)


For this task I have decided to look at a perfume advert by Gucci and will use the Shannon Weaver model to explain communication. The Gucci Guilty advert campaign was art directed by Riccardo Ruini which is the information source.
In this advert you can see a golden man and woman arm in arm, the man is lower than the woman and he has his eyes closed smelling her neck in pleasure. The woman is holding the back of his head pushing her body in to his while lifting her head up so that he can smell her neck with ease. The woman is looking at us, knowing that she is being looked at and seems to be enjoying the male attention. The advert is sexual and exciting. The perfume bottle is place at the front of the advert and is in the same gold as the bodies. I think the advert is trying to make the viewer want to be irritable . This is how I interpret the image which will be received differently by each individual which is the destination. The channel is where it will be seen and how this would effect the target audience, it needs to be seen where women of  late teens to mid 30s will view it because they can associate with the woman's age and make you want to be like her too.

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