MIGRAIN: Reception theory

 1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert?


The preferred reading for this advert may convey that Rebok shoes can be a part of someone's identity as shown in the tagline from 50 cent saying "I am what I am", this conveys that he is the master of his own identity.

The oppositional reading may make the audience think that the company is using a famous person just to promote their product so they gain more money, another reading from the audience may be that they misinterpret the advert and think that Rebok are presenting 50 cent as a criminal due to the fingerprint sheet on the left.

The negotiated reading could be that the use of 50 cent makes the advert look more diverse as he has some dangerous encounters which allows some wisdom to be presented as he talks about tomorrow not being certain as he himself as experienced these encounters and has "lived to tell the tale".


2) What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work?




The preferred reading for this advert may be that the company was trying to make a genuinely nice cleaning product a nice present for Mothers day as they say the job that really matters implying that that cleaning is a very important job.

The oppositional reading may make the audience think that the company is gender-stereotyping woman to cleaning as they say "get back" in an almost "commanding" tone.
The audience may also think that the company is further gender-stereotyping by making the advert in mothers day and in the image there is a woman and her daughter. 


The negotiated reading could be that this was just a wrong timing of the advertisement but they may also argue that perhaps the company was actually gender-stereotyping as they someone designed the ad during the time of mothers day and it was accepted so they may think they done this by purpose.



3) How useful is Reception theory when analysing media products? 

I think that reception theory is a very useful way of analysing media products as it provides the base structure to analysing media, it puts the different views that the audience sees in away that is simple to understand and is the way that the audience actually views media.

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