Overview: In this assignment, you will choose a current commercial and apply Stuart Hall’s reception theory in an attempt to understand how three different generations would interpret the media text based on their specific audience characteristics.
 Using a platform like youtube, select a current commercial to deconstruct. The commercial can be for any brand or product you like.
o Provide the link to the commercial and briefly describe what is happening in the commercial. Be explicit in your description. Include what visual elements as well as audio/text elements are included in the commercial.
 Briefly define Stuart Hall’s reception theory using your own words. Be sure to include the three different ways an audience can interpret a media message in your definition.
 Select three different generations discussed in this unit and apply reception theory to their understanding of the media message (commercial). For each generation, please answer the following:
o Describe the generation and its key characteristics.
o View the commercial through the lens of that generation. How would this generation interpret the media message based on their characteristics? Would they accept, negotiate, or reject the message? Why?
 Read the assignment instructions and rubric carefully before beginning.
 Use full sentences and appropriate academic language in all work.
 Follow standard APA guidelines (proper margins, double-spaced, 12-point Times New
Roman, and cover page your full name, course, and date.
 Use APA citation format and include a reference/work cited page when necessary.
 Your essay should be approximately 2-3 pages in length.

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