Southwest Airlines has an advertising campaign featuring vignettes of passengers titled "Behind Every Seat is a Story". Southwest carefully chose passenger stories to evoke emotions and also connect with a broad group of customers. In this example, the passenger vignettes represent the

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The passenger vignettes are part of the message being crafted and sent by Southwest Airlines, which is the process of encoding in communication.

Southwest Airlines Has an Advertising Campaign Featuring Vignettes of Passengers