Framework Deep Dive
Lasswell's Communication Model breaks down communication into five key questions, providing a comprehensive framework for analyzing advertising effectiveness and message delivery.
Psychological Principle
This framework leverages loss aversion and the desire for resolution. By first highlighting a problem, it creates a cognitive dissonance that the solution then satisfyingly resolves.
Framework Breakdown
Who (Communicator)
Who is delivering the message? Brand, spokesperson, influencer, or character.
Says What (Message)
What is the core message, claim, or proposition being communicated?
To Whom (Audience)
Who is the intended audience and what are their characteristics?
In What Channel (Medium)
What medium or platform is being used to deliver the message?
With What Effect (Impact)
What is the intended outcome or behavioral change sought?
Real-World Examples
Celebrity Endorsement Campaign
A famous athlete (Who) promotes sustainable practices (Says What) to environmentally conscious millennials (To Whom) through social media platforms (Channel) to drive brand purchase and advocacy (Effect).