The reward theory of communication is based on the idea that audience members are to be acknowledged for their time and effort.
Message reception takes time, a fleeting portion of seconds to minutes to sometimes even more. Comprehension, realization and retention also call for effortful attention. For their efforts, audience members are owed a return, an enjoyable and informational experience.
This John Lewis commercial is notable for its depth and complexity. The boy matures before our eyes. The commercial celebrates youth and imagination. Gifts are seen as more than items, they are gestures representing deeper thought.
John Lewis holiday advertising is known for its storytelling. My students will also recognize the work as demonstrating the reward theory of communication, attitude toward the ad, and the cognitive theory of emotions.
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