Communication Skills

Assignment No 1

Submitted By:
Mohammad Hassan Khan
Registration No.
BCE203040

Submitted To:
Madam Hafsa Qureshi

DEPARTMENT OF CIVIL ENGINEERING

CAPITAL UNIVERSITY OF SCIENCE & TECHNOLOGY
ISLAMABAD, PAKISTAN

Applying elements of communication on advertisements

Assignment 2
Communication Skills
Elements of communication:
Communication:
The importing or exchanging of information by speaking, gesturing or some other
medium. For Example a letter or a text messsage containing information or news
and;
Conveying or sharing of ideas and feelings sucessfully.
 • 1. Context
Context reffers to the situation or the environment of communication in which the
interaction happens or takes place.
• 2. Sender
A sender may be a person or a machine that encodes a message and sends it to the
reciever. The process of communication is initiated by sender.
• 3. Encoding
Encoding means transforming abstract opinions and ideas into symbols such as
words, pictures, signs and marks. Furthermore a symbol may represent or indicate
opinions, statements and actions.
• 4. Message
The message reffers to the set of information, ideas, feelings, attitude and point of
view that the sender wants to be recieved by the reciever.
• 5. Channel
It may be described as the way or tool of transmitting the message. It may also be
defined as the medium that conveys the message from the initiater to the receiver.
• 6. Decoding
It is the process of defining or translating an encoded symbol into the ordinary
understandable language on the opposition of encoding.
• 7. Receiver
A person or a machine for whom the message is targetted in contrast to the sender.
• 8. Feedback
Feedback in communication reffers to the response of the receiver or audience. It is
the major component of effective communication and allows the sender to know
whether the process was sucessful or was interrupted by noises.
• 9. Noise
Noise reffers to the communication barriers or the obstacles to effective
communication. It may also be caleed as noise in communication. Generally
speaking about noises only.
Advertisement # 1

Now we will explain all the elements of communication with respect to the Nestle
Nescafe advertisement shown above.
• Context: The context here is to promote Nescafé's continuing efforts to help
local farmers increase their yield and income from coffee farming.
• Sender: The company (Nescafe) Is the sender here.
• Encoding: If we take a closer look we can see that there are pictures and an
affordable price mentioned in the advertisement. The price tag, and the
picture is the encoding for this advertisement.
• Message: The message here is that "Karo Nescafe Pick for a Strong Kick".
The statement shows that the coffee is rather affordable and tastier as
compared to others.
• Channel: The ineternet and Television are the Channels for this
advertisement.
• Decoding: Here the decoding can be identified as the price, the quantity and
finally the quality of the product repesented by their statement.
• Receiver: The T.V audience and internet users are the receivers for this
advertisement.
• Feedback: The feedback is given by the audience that is to buy the product
and increase the sales of the company.
• Noise: There is no noise presented in the advertisement.
Advertisement # 2

• Sender: The famous company Ford is the sender of this advertisement.

• Encoding: The encoding here can be seen in different aspects of the
advertisement. We can see that there are a lot of pictures present in the
advertisement each representing a special feature of a car. The pictures
representing the features of the car are the encodings done by the company.
• Message: The message here is to deliver the knowledge regarding the
features of the car and to raise awareness of the benefits of buying the car in
the mentioned time period.
• Channel: Since it is an older ad, the only channel that could be used at that
time was the newspaper or brochures.
• Decoding: The text written in bold can be marked as decoders since each of
them explains a feature of the car separately and breifly.
• Receiver: The reciever of this advertisement may be the people that read
newspapers.
• Feedback: The Feedback here would be given by the audience by
 purchasing the car or by visitng their showroom and inquiring about the car.
Advertisement # 3

• Sender: The sender for this advertisement will be The company itself i.e.
"Rolex."
• Encoding: The encoding in this advertisement is short rather impressive.
The picture and the short desription of the watch is the description of this
advertisement.
• Message: The message here by the company is the exclusiveness and
premium quality of the watch.
• Channel: The channel used here is The Newspaper and The internet.
• Decoding : The short description can be used as the decoding media.
• Receiver : The receivers of this advertisement will be the internet users and
the newspaper readers.
This advertisement is used to target the elite section of the population only since
it is an exclusive and limited product and can only be bought with the proper
display of assets.
• Feedback: The feedback here will be given directly by the audience by
paying the watch house a visit and buying the premium product causing an
increase in the sales of the company.
Thats All. Thank you !