Reception Theory

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Reception Theory
 
 
 
50 Cent RBK Advert:
Image result for 50 cent reebok advert 
Dominant, Preferred or Hegemonic Reading: The producer/creator intends to imply that the past doesn't make you who you are and that anything is possible. If you want change, then change will come to you.

Negotiated Reading: Your actions define you as a person and there's nothing you can do about that.

Oppositional or 'Counter Hegemonic' Reading: However, one may also argue that this advert is intended to promote the act of criminal behaviour which will lead you into prison.

nike%20soccerpic

Dominant Reading: The producer/ creator intends to imply that young boys who love football should purchase the product (being advertised) because with it, you can heighten your skills within the sport.

Negotiated Reading: The sky's the limit and so nothing is impossible but, you would think so considering the background that he is from.

Oppositional Reading: However, one may think that the producer/creator is intending that girls cannot play football and that people from harsher backgrounds can only wear this product. One may also think that Nike is trying to promote the idea that sports/games are far more important than education.


See the source image
Dominant Reading: The producer/creator intends to imply that this is the best, creamy and indulgent chocolate there is. The wide range of flavours entices one to buy the chocolate bars.

Negotiated Reading: There is a huge variety to choose from and the fact that there are two milk glasses, promotes the idea that the chocolate may be healthier compared to other chocolate brands. (calcium for strong bones).

Oppositional Reading: However, one may argue that Cadbury is sending the wrong message across. Cadbury is promoting the message that you should consume more chocolate which in turn, is bad for ones health. The fact that fruit and nuts are added and the fact that milk is used doesn't not make the chocolate any healthier.































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