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Management Report

Management reports, briefs issued by Samsung Economic Research Institute

Learning to Communicate from Advertising

Learning to Communicate from Advertising

KIM Kyung-Ran, LEE Dong-Hun, SEO Min-Soo

Aug. 27, 2012

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Effective communication is essential in all parts of today's society, whether political, economic, social or cultural. For example, one of the most important skills that national leaders need is the ability to communicate their ideas and visions with the public, while inside companies, communication skills are considered the second most important quality for management after insight.

Yet many people still say communicating with others is difficult. Communication problems are blamed for conflicts between generations, political ideologies and the constituents of organizations. The fundamental reason is that communication still remains very self-centered. Although people want to be understood and have their feelings shared, communication still largely involves one-way instruction or conveying information.

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