I. About lasswell
Harold lasswell, an American political scientist, is the first scholar in the world to study the process of propaganda and communication. Born in 1902, 16 years old, he was admitted to the University of Chicago, and received his doctorate in political science at the age of 24.
He read widely all his life and wrote a lot. His "Propaganda Skills in World War II" became the first book to study communication skills.
His main contributions to communication include two aspects: one is to study propaganda from the perspective of political science, and he can also be said to be the earliest scholar of political communication. Secondly, the theoretical framework of communication studies, namely "5W", basically puts forward the core issues or fields of communication studies.
In addition, he also put forward three functions of communication. (1. Environmental monitoring function-the role of lookout 2. Social coordination function-coordination, unity and division of labor among social organizations III. Social inheritance and inheritance function-inheritance and innovation make society develop)
Second, 5W mode
1948, lasswell put forward the 5W mode of communication process in his article "Structure and Function of Communication in Society", which is also the earliest mode of communication process.
The 5W model includes who, what to say, which channel, to whom and what effect it has, respectively corresponding to the five basic elements in the communication process: disseminator, information, media, receiver and effect.
Lasswell's 5W model laid the foundation for five basic contents of communication studies, namely, control analysis, content analysis, media analysis, audience analysis and effect analysis.
5W model is a purposeful behavior process and persuasion process, which lays the basic category and content of communication. The disadvantage is that each element is relatively fixed and static in the process of communication; The propagation process is one-way, ignoring feedback and external factors.
Third, the case analysis
For advertising, 5W mode is of great significance. Take the slogan of Lengsuanling toothpaste as an example.
Its slogan is: hot, cold, sweet and sour, eat if you want. Lengsuanling toothpaste.
According to 5W, it can be concluded that:
Who: advertising company
What to say: hot, cold, sweet and sour, eat if you want. Lengsuanling toothpaste.
What channel (which channel): TV.
For whom: consumers.
What effects have been achieved: attracting consumers' attention may increase sales.
Reference:
[1] Introduction to Communication, edited by Hu, Higher Education Press, June 1 edition, 20 17.
[2] "Analysis of advertising language with lasswell 5W model"-Douding.com.