Also known as “Active Consumption”, the model was developed in 1948 by Paul Lazarfeld when he recognized that the linear flow model of communication may not be complex enough to understand the relationship between ‘message sent’ and ‘message recieved’
The person I would have representing my product would be Olivia Roderigo.
Hypodermic model (passive consumption of media)
Harold Laswell wrote “Propaganda Technique in the world” in 1927. which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people
For example buy lynx:
who – Sold to men.
Says what – Do you want to smell good?,
Channel – Shown on tv or media, and shown with bright lights to make it appear more presentable and premium.
To Whom – Men.
With what effect – To smell good, get people to buy more and familiarise people with the product.
For Example,
WHO would be Gillette,
The MESSAGE would be that you should buy gillette razors instead of alternatives,
The CHANNEL would be through advertisements – on tv, in magazines, online etc.
The RECIEVER would be men,
The EFFECT would be that gillette makes more sales of razors
Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received. As such, in 1948 he developed the Two Step Flow model of communication