1. In Shannon and Weaver's model of communication (1949), the last stop for a message. For example, in speech communication, Weaver tells us that the destination would be the brain (or mind) of the person to whom it was sent.
2. For McGuire (see also Yale model), the desired effect, outcome, or response in an act of persuasive communication: for example, to encourage people to give up smoking, to get people to buy a product, or to generate awareness of a brand. The desired effect might be a change in attitudes or a change in behaviour. He also referred to this goal as the ‘target’—a term nowadays more usually taken to mean the target audience. Destination factors include temporal variables: short-term or long-term effects (raising issues such as message decay).
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