During the National Basketball Championship, a national sports equipment manufacturer runs an edgy, fast-paced commercial featuring a well-known hip hop artist. A group of university students watching the ad in a fraternity house interprets the commercial in roughly the same way. Which of the following is a reason why audience members share a similar interpretation of the ad?
a. The backgrounds and value systems of audience members are similar.
b. The interpretation of an ad is a function of an isolated solitary thinker.
c. Ads contain a single meaning for all members of a target audience.
d. Communication is inherently an individual process and not a social process.
Question 2
According to the services theater framework, which of the following is NOT typically used to describe a service encounter?
a. Actors
b. Audience
c. Front stage
d. Backstage
e. Plot
Head impact during sports may reduce ability to acquire new information
Herzog & de Meuron, The Bird's Nest—Beijing National Stadium.
Chimpanzee (Pan troglodytes), Gombe Stream National Park, Tanzania, Africa.