Agood advertisement will produce the same meaning for all members of the audience. t/f

The correct answer is False.

Explanation:

The concept of active audience appears around 1970 criticizing among others the hypodermic theory (the issuer of the information has an effect on the recipient, without it noticing).

Therefore, it involves changes in the receiving entity of the communicative activity. It provides a new paradigm that questions that of the linear-causal paradigm of communication: source-emitter-stimulus-receiver-effect towards a more complete explanation in which communication is analyzed and reinterpreted subjectively by the recipient of the message. The subject selects with pleasure the interpretation that best suits him and does not respond to the media with the simple 'stimulus-response' model but rather deconstructs the information he receives from the sender. It is important to note that decoding (and reconstruction) is based on a symbolic interpretation, consistent with your personal identity and subjectivities (age, race, sex, social class, ego, past experience), and according to identity collective and the social context where it is located. That is why we can remember the scholastic axiom of Saint Thomas Aquinas, based on Aristotle Quidquid recipitur ad modum recipientis recipitur (what is received, is received according to the mode of the one who receives it).

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