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De fleur Model of Communication (1966)

The theory De fleur model of communication is an expanded version of the Shannon & Weaver Model of Communication. And also based on the “Westley & Maclean Model of Communication” describes the circular process of communication with feedback from the receiver. Shannon & Weaver's model is a one-way communication & they explain the role of noise in the communication process. Westley & Maclean model is a two-way communication and for the first time, they introduced the important component called “Linear Feedback” in the communication model. De fleur combines these two models and creates a new one called “De Fleur Model of Communication”.
De Fleur’s model can be well explained with the help of advertisings. Say let’s assume source as the advertising strategy or simply the information about the product which the company intends to tell its audience. This is then converted into a message as ad film & then transmitted by a mass communicating channel. At the other end, the receiver (TV set or radio) decodes the information as a message & finally it is being transformed to the destination (the targeted audience). Now comes the feedback aspect. The feedback acts as a message – an information source & the same process continues where the message reaches back to the advertising company. (Feedback may happen through emails, social networks, etc).
Through feedback, the company can know whether their intended message has reached the target audience and if not they can modify their message and once again involve in the communication process.

Example:
For instance, in January 2018, Swedish retail giant H&M circulated an online advertisement featuring a black boy wearing a sweatshirt that read, “Coolest monkey in the jungle.” The racial undertones of the ad ignited a widespread backlash on Twitter. After receiving overwhelmingly negative feedback, H&M announced that the sweatshirt had been removed from their line of products.