The Shadow Communication Model
(2025) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20252Department of Business Administration
- Abstract
- Title: The Shadow Communication Model
Seminar date: 2025-10-17
Course: Strategic Brand Management
Authors: William Eriksson, Saga Nunstedt Strömberg, Ole Senkler
Advisor: Mats Urde
Keywords: Shadow message / Noise / Shannon Weaver / Semiotics / The Shadow Communication Model
Research question: How do companies express shadow messaging in their advertisements, and in what ways does external noise impact the final perception?
Purpose: To investigate how companies use shadow-messaging in advertisements to communicate implicit values to the audience, with the help of semiotics and the Shadow Communication Model.
Methodology: A qualitative case study examining three companies and their communication through advertising.... (More) - Title: The Shadow Communication Model
Seminar date: 2025-10-17
Course: Strategic Brand Management
Authors: William Eriksson, Saga Nunstedt Strömberg, Ole Senkler
Advisor: Mats Urde
Keywords: Shadow message / Noise / Shannon Weaver / Semiotics / The Shadow Communication Model
Research question: How do companies express shadow messaging in their advertisements, and in what ways does external noise impact the final perception?
Purpose: To investigate how companies use shadow-messaging in advertisements to communicate implicit values to the audience, with the help of semiotics and the Shadow Communication Model.
Methodology: A qualitative case study examining three companies and their communication through advertising. Primary data has been collected in the form of one commercial per company. Using a self-developed model, the Shadow Communication Model, to investigate the shadow messaging of each commercial.
Theoretical perspective: Context (referential), Addresser (emotive), Addressee (conative), Contact (phatic), Message (poetic), and Code (metalingual). The study’s own developed model: the Shadow Communication Model.
Conclusions: From each advertisement, different semiotic functions are identified. In particular, the poetic and emotive functions are used to communicate shadow messages. From the Shadow Communication Model, it is apparent that noise impacts the recipient’s perception of the shadow message through three separate cognitive route. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9214447
- author
- Nunstedt Strömberg, Saga LU ; Eriksson, William LU and Senkler, Ole LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN21 20252
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Shadow message, Noise, Shannon Weaver, Semiotics, The Shadow Communication Model
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 9214447
- date added to LUP
- 2025-11-14 12:44:12
- date last changed
- 2025-11-14 12:44:12
@misc{9214447,
abstract = {{Title: The Shadow Communication Model
Seminar date: 2025-10-17
Course: Strategic Brand Management
Authors: William Eriksson, Saga Nunstedt Strömberg, Ole Senkler
Advisor: Mats Urde
Keywords: Shadow message / Noise / Shannon Weaver / Semiotics / The Shadow Communication Model
Research question: How do companies express shadow messaging in their advertisements, and in what ways does external noise impact the final perception?
Purpose: To investigate how companies use shadow-messaging in advertisements to communicate implicit values to the audience, with the help of semiotics and the Shadow Communication Model.
Methodology: A qualitative case study examining three companies and their communication through advertising. Primary data has been collected in the form of one commercial per company. Using a self-developed model, the Shadow Communication Model, to investigate the shadow messaging of each commercial.
Theoretical perspective: Context (referential), Addresser (emotive), Addressee (conative), Contact (phatic), Message (poetic), and Code (metalingual). The study’s own developed model: the Shadow Communication Model.
Conclusions: From each advertisement, different semiotic functions are identified. In particular, the poetic and emotive functions are used to communicate shadow messages. From the Shadow Communication Model, it is apparent that noise impacts the recipient’s perception of the shadow message through three separate cognitive route.}},
author = {{Nunstedt Strömberg, Saga and Eriksson, William and Senkler, Ole}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{The Shadow Communication Model}},
year = {{2025}},
}