Lack of communication competence

Most Advertising Agencies lack the skills of communication, advertising messages are more carefully prepared than interpersonal communication and yet ‘message’ comprehension tends to be lower.

Advertisements are more carefully prepared because gatekeepers (those who prepare and send out messages) are more cautious about what they say to large audiences than they are to audiences of one or a few, they check their facts more carefully and they prepare their syntax and vocabulary more precisely.

And yet, because their audience contributes much less feedback, the source cannot correct for any lapse or understanding, so people are more likely to misinterpret what they hear or read over the mass media.

There is scant, if any, attention paid to the actual process of communication within advertising agencies!



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