APPLICATION OF SHANNON-WEAVER MODEL TO COMMUNICATION

·      Apply model to an example of communication. How widely is it applicable?

·      What are the main commutative functions of redundancy? What do we mean when we say 50% of the English language is redundant?

·      Discuss the ways in which convention can be said to facilitate understanding and visual communication that breaks or extends specific conventions. How does this affect the desire to communicate or the audience they reach?

The Shannon-Weaver Mathematical Model applied to Yorkie’s ‘It’s not for girls’ campaign:

The first step in the model is the ‘information source’ that, when looking at design, is the original subject, concept or idea that wants to be conveyed. The idea behind Yorkie’s campaign is to change the brand, moving away from convention and sell their product.

Launched in 2002, the campaign was released in an effort to move away from the very feminine adverts more commonly associated with chocolate – such as Galaxy. The idea was to completely contrast with the romantic, sexy, female driven advertising that was the usual.

To transmit this information Yorkie needed to create and adjust the company’s visual image – showing and emphasizing that their chocolate was a masculine product.

The visual communication was targeted at both males and females, although the message was different. The message suggested to the males was one of power and masculinity, however, it was not direct. There were no direct images or slogans that implied any of this, instead it was suggested through the message directed at the women. The message directed at the women was that this product was not for them, it was not something indulgent or sexy and therefore should not be consumed by them.

This was a very bold and highly controversial decision by Yorkie as it could have potentially lost a large proportion of their customers. The campaign had two main elements: the more subliminal male driven side that is generated by the though that “if it is not for girls then it must be form men” and the provocative female side that this product is not for you. The design all chose to focus on the later, with all the packaging, logos, slogans and advertising campaigns telling women it isn’t for them.

The medium by which the idea and design was communicated was very basic and simple. Yorkie redesigned their logo, changed the slogan and brought out an entirely new advertising campaign. This changed most of the visual identity of the brand but it also changed the ethos and attitude associated with the company.

The logo was adapted so that the ‘o’ in Yorkie became a no-women symbol and each chocolate bar was adorned with the slogan ‘IT’S NOT FOR GIRLS!’. The advertisements followed in a similar suit, using phrases such as ‘SAVE YOUR MONEY FOR DRIVING LESSONS’. This very stereotypical suggestion, that women are bad drivers, again focuses on the women rather than the men.

The audience that this communication is aimed at is somewhat ominous. Although it is possible to say that it is aimed at getting men to eat their product, none of the visual data is aimed at men at all.

All the adverts are aimed at women telling them not to buy the product. This was a very risky strategy as they could lose a lot of customers. Without any direct/obvious audience and offending any potential female customers, Yorkie could have lost a significant amount of money.

The impact this advert had was very mixed. The main aim – to get men eating the chocolate – was accomplished as men chose it over the more feminine chocolate bars. It also created a divide, as some women saw it as offensively sexist and therefore refused to buy it, where as others bought it as an act of rebellion against the company. The campaign caused a large amount of controversy and was banned in several places.

This advert is difficult do section into either a redundant act or an entropic act. The overall campaign has redundant qualities such as a large audience; it was very simple, understandable and readable. It had a low amount of information and was mass-produced, however, it was unpredictable and unconventional, both of which are characteristically entropic. It was also quite a shocking campaign and got the audience to think and question, again entropic characteristics.

This campaign created its own noise through its somewhat offensive nature. This was quite possible the aim of the campaign although it did interfere as there were companies and areas that would not display/show the adverts and they were banned. The noise was also a positive as, as soon as you tell someone they are not allowed it there instinctive act is to want it, getting people to buy and consume the products.