The red pieces below represent communication between two people in the form of words, expressions, voice tones, touch, smell, taste, etc.
The red communication is converted into images/symbols in the mind (internal processing). The mind takes some action based on the symbols it receives (internal response). That action could be forming an opinion. The mind could be comparing the images it receives with its existing “map” of the world.
Each person experiences a unique map of reality, not reality itself. Paul Sheele of Learning Strategies says this map is “…very sophisticated and close to reality… unless it’s not.”
Most of communication happens on these internal maps. Since everyone’s map is different, it’s easy to have a misunderstanding.
Email and text messages only create more misconceptions. The reason is that text-based communication strips away 93% of communication. Words are only 7% of communication. The rest are 38% audio and 55% facial expressions.
What does this mean for advertising?
The sophisticated advertiser will find new, 21st century ways to make communication more complete. Like the idea to put weather dash-boards in call centers.