uals filters the message through their background and understanding, including cultural background, and even the mood they are in when they are exposed to the message can affect their decoding. In this way, sarcasm may be lost on some receivers while other receivers may be less receptive to messages that are too sentimental. The context of the message is also important, so if a company uses a celebrity as a spokesperson, for example, their standing in the community can have a direct effect on the credibility with which they are viewed when delivering the message (Yaxley, 2005).
The final stage of Lasswell's model is that of effect. In the case of mass media and mass marketing, the effect is to cause the receiver to take a particular action, most likely to purchase the product. Certainly this is the focus of most of Coca-Cola's advertising, where the company may engage in brand positioning or in brand reinforcement, but the goal is for the consumer to purchase Coca-Cola over other beverages when given
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