A Dialogic Communication Model for Advertising

Abstract

Taking A Cybernetic Model for Advertising proposed by Chris Miles (2007) as its starting point, this paper argues that the principles of dialogic relationships should be applied to the construction of advertising communication models. A dialogic model for advertising looks at self/other relationships within the advertising system through the Bakhtinian perspective of dialogic relationships. Taking into account the time/space factor, a dialogic model provides explanation of how various actors communicate in the advertising system. The paper considers the concept of control and examines how it influences the communication process between different actors. It argues that none of the actors involved in communication can have dominating and permanent control over the message creation process. Furthermore, it shows that in communication, there is no transmission, but only co-creation of the message.

Keywords: Advertising, Communication, Dialogue, Bakhtin, Time/Space, Interactivity

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