Reception theory



 1) write a paragraph for each advert analysing the dominant, negotiated and oppositional readings.







  • The dominant reading for this advert is Reebok are trying to portray the image of 50 Cent coming from a poorer, less advantage background, and he came up from nothing without anyone to support him.The quote "there is no plan B" shows that people should put 100% into every day as it is unlikely they will get another opportunity to do better. Reebok are trying to say that using their products will help individuals feel confident enough to build themselves up from nothing. 
  • The negotiated reading is that Reebok have chosen to dress 50 Cent in a hat, chains and a vest which is normally associated with gangs and violence. However, the audience could read this is he came from gangs and crime but he still bettered his life, and that anyone can improve their lifestyle by using products from Reebok. 
  • An oppositional reading is the way that the image is portrayed. The use of hats, chains, vests and criminal fingerprints could suggest that Reebok are encouraging criminal activities and promoting their products to people who are in gangs.

Image result for controversial adverts

  • The dominant reading for this advert is this fitness company trying to present the message of staying loyal to your workout, in order to stay fit and healthy. The phrase 'cheat on your girlfriend' is presented as a joke to the audience.
  • The negotiated reading is that the company are trying to get across the message of working out everyday and putting your workout first before anything else. The audience could read this as fitness is very important, even if it means cheating on your girlfriend.
  • An oppositional reading that this company promotes men cheating on their girlfriends.

2) Do these adverts provide evidence for the idea that audiences are free to interpret messages in a variety of ways - including rejecting them? Answer this question as a mini-essay, exploring both sides of the argument.

Yes these adverts do provide evidence for the idea that the audience are free to interpret them as they wish too. As shown above, the dominant reading (what the producer/creator intends) can be very different to the negotiated and oppositional readings of the image. For example, in the first image, the creator decided to use 50 cent as the main focus which could suggest to the audience that they are promoting gangs and violence, even though their message to the audience was they are trying to help people better their lives using 50 Cent as an example. The audience are free to interpret an image as they wish too, as adverts only usually consist of a main character and very little text, leaving the rest to thought. 



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