Marketing communication: principles and practice

Figure 2.4
Complementary models of communication
Source
: Based on Grossberg 
et al
., 1998: 15–26
Figure 2.5
Message logics
Expressive logic
Communication is a mode of self-expression of feelings
and thoughts, with little regard for the needs or desires of
others
Conventional logic
Communication is a game to be played by rules – self-
expression guided according to accepted rules and
norms, usually polite and appropriate
Rhetorical logic
Communication is a way of changing the rules through
negotiation – flexible, insightful, person-centred

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COMMUNICATOR CHARACTERISTICS
Several factors can be thought of as intervening between communicators, with
resulting effects on outcomes. These are summarized as source credibility,
source attractiveness, and anticipated source intention (Figure 2.6).
‘Credibility’ is the extent to which a communicator believes that the other
communicator is able and willing to give a open opinion based on sufficient
relevant expertise. Highly credible people are usually more persuasive than
others. Trust is very important – a person’s input to a communication system
will be taken negatively if they are believed to be biased in their view.
‘Selfishness’ and ‘hidden agendas’ are manifestations of this, occurring when
one person believes that the other is trying to beat them or exploit them.
‘Identification’ arises when one person finds another attractive. This can
be observed when one person is motivated to seek a relationship with another
and so adopts a similar position. Thus we might only maintain an attitude
or behaviour as long as it is supported by the attractive other, or as long as
they remain attractive to us. Is Gary Glitter still influential as a pop icon?
(Ask your mother and father!)
Credibility is sometimes established by encouraging people to identify with
a situation in which a product is shown resolving a recognized problem.
When one person believes that the other is able to confer reward or
punishment in a situation, they may choose to comply with requests in order
to receive a desired reward or benefit or to avoid a undesired punishment or
cost. ‘Power’ is always an attribute of a relationship, since it implies that
one person can have an effect on the other’s situation.