Who is the scholar who proposed the "s-m-c-r" communication process model?

The scholar who proposed the "s-m-c-r" communication process model is the American scholar David Bellow. David Bello.

SMCR model is also called the Bello model, S represents the source of information, M represents the message, C represents the channel, R represents the receiver.

Bello model clearly and graphically illustrates the conditions that affect the source, receiver and dissemination of information.

Indicates that information dissemination can be through different ways and channels, and the final effect is not determined by a part of the dissemination process, but by the composition of the dissemination process of the information source, information, channel and the receiver of the four parts of the relationship between them **** with the decision, the dissemination process of each component and by its own factors.

Extended information:

Application of the Belo communication model in advertisement design:

From the viewpoint of the content of the Belo model, two of the four elements are identical. contain exactly the same content, whether it is the source or the receiver of information, they are composed of four parts: communication technology, attitude, knowledge, social system, and culture.

This part of the channel is the most characteristic compared with other communication modes, therefore, the following focuses on exploring the specific use of the channel in advertising design in the Belo communication mode.

Channel refers to the various channels through which the information created by the source reaches the audience, that is, the medium. In this part of the Belo communication model lists several human senses as objects of study, including sight, hearing, touch, smell, taste.

Compared with other communication models, the Belo model breaks down several senses commonly used in advertising, providing a good reference for advertisement creation and production. Advertisers can combine one or more of these senses, and then utilize the different characteristics of various mediums to create advertisements on this basis.