When looking at advertisements in any form of media, at first glance they look simple and meaningless. When looked at in more detail it becomes more obvious that a lot of research has gone into the design of each individual advert to ensure that the correct message is passed onto the viewer. Over the years many people have developed models to describe how different forms of mass communication take place. Mathematicians Claude Shannon and Warren Weaver developed a ‘mathematical model’ which shows communication to be linear and one way. Other models include the Lasswell formula, Dance’s Helical model, Westley and McLean’s model for communication research, and Maletzke’s model of the mass communication process. All these models will be described in more detail later on

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