A cybernetic communication model for advertising
Authors: Miles, C.
Journal: Marketing Theory
Volume: 7
Issue: 4
Pages: 307-334
ISSN: 1741-301X
DOI: 10.1177/1470593107083159
Abstract:Taking as its starting point Barbara B. Stern’s (1994) ‘A Revised Communication Model for Advertising’, the article argues for the application of first- order and second-order cybernetic principles to the construction of a more multi- dimensional and realistic model that is able to address well-documented tensions and problems in the advertising system and provide a fresh perspective on issues connected with interactive advertising and the creative component in advertising communication. The article culminates in a radical second-order cybernetic model of advertising communication that is founded upon the relationship between various observing frames and the stabilized eigenforms (constructions of the self and others produced by an observer) that are generated in the communication process.
Source: Manual