Lasswell's 5w propagation mode refers to

"5W model" is a famous communication model put forward by lasswell, the founder of modern communication.

H Lasswell, an American scholar, put forward five basic elements of communication process for the first time in his paper "Structure and Function of Communication in Society" in 1948, and arranged them in a certain structural order, forming a process model that people later called "Five W Model" or "lasswell Plan".

These five W's are the first letters of five interrogative pronouns in English, that is, who said what to whom on which channel and what the effect was. The five-W model shows that the communication process is a purposeful behavior process, aiming at trying to influence the audience. Therefore, his communication process is a process of persuasion, and five links are the essence of communication activities.

Theoretical content

1. The theme of advertising communication is "individuals or organizations", which is the first element of advertising communication. Advertising communication must identify advertisers, which is determined by the purpose and responsibility of advertising communication. As a commercial advertisement, its purpose is to spread goods or provide some service information to consumers. When consumers need to buy this product after receiving this information, they need to know who produced it.

2. The object of advertising communication is "what to say", that is, "message" (or "information"). This is the second element of advertising communication. Information specifically refers to thoughts, feelings, attitudes and so on. The information here does not refer to any information in general, but only the information that the advertisement "appeals to". "Appeal" is "intention of communication". What do you want to tell the audience? Advertisers can only achieve the purpose of advertising communication by spreading the information they appeal to the audience.

The above contents refer to Baidu Encyclopedia -5w mode.