week 8 (9) Flashcards
1
Q
what are the factors affecting comprehension
A
Message, Message receiver and Communication environment
2
Q
what is Figure-ground
A
Notion that each message can be separated into the focal point (figure) and the background (ground)
3
Q
what is comprehension and signal theory
A
Comprehension is the way people cognitively assign meaning to things they encounter
Influenced by internal factors within the consumer
Includes cognitive and affective elements
Signal theory: Explains ways in which communications convey meaning beyond the explicit or obvious interpretation.
4
Q
A
