Success is based on comparing message at source and destination and reducing noise
Meaning and context do not matter, receiver is passive
Text is encoded at the source by Disney to publicise and sell their film. The transmitter is via words and images making the channel the actual poster itself. It is received by its intended audience who decode it either correctly as a movie advert and go to watch it or don't. There is little noise present
The process school – Lasswell Formula
In which Channel?
To what effect?
Identifies the text, its context and intention
This implies that context is narrow and specific only
Who? – Disney/ Jim Carrey
Says what? There is another version of the popular Charles Dickens story coming to cinemas from 6 th Nov
To whom? Those who see the advert
In which channel? Print (visual)
With what effect? It is seen and then decoded correctly
Find a text.
Apply both process approach and Lasswells formula to it.