hyper dermic model based on passive consumption very significant to advertising.

Harold Laswell – Propaganda Technique in the World War “subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers… knocked them into submission”. As Martin Moore notes, Laswell, as a behavioural scientist researching areas connected with political communication and propaganda, believed each government had ‘manipulated the mass media in order to justify its actions’ in World War 1.

in other words, there is the suggestion that the process of sending and receiving a message is NOT clear-cut, predictable or reliable and is dependent on a range of other factors that need to be taken into consideration.