Reception Theory

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

The Preferred reading for the RBK 50 Cent advert is that clearly Reebok wants their audience to believe that they're aiming to target a younger "edgy" demographic, and come across as different to other brands, especially as 50 Cent featuring in their advert using Star Power helps Reebok create this sort of "cool", hiphop trend in which Reebok hopes their young audience likes and will try to recreate 50 Cent's look. It also seems like Reebok wants their audience to take pride of who they are. The Oppositional reading for this advert is that Reebok is seen to be glamourising a crime/ criminals. This is shown through the fingerprints indicating a crime scene as well as the use of the actor in this advert being 50 Cent who is known for his past involving with gangs and that he was shot 9 times. The statement "i am what i am" reinforces this message that there is nothing wrong with a criminal lifestyle which isn't exactly the message Reebok wanted to interpret to their younger audience. 

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 of this advert is that Lucozade wants their audience to see that this advert is created for sportsmen and their drink is designed to fuel sportsmen and be better than any other drink. The use of a footballer as well reinforces this idea that the audience may want to buy this drink if they see their favourite player drinking it as well. However, the oppositional reading of this advert is that possibly audiences may believe this advert is only for the males rather than females and that Lucozade believes only males can be interested and pursue careers in sports. 






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

Reception theory is very significant when analysing media products as it allows us to view everyone's opinions on media products, linking to De'Saussure's belief that all media products are polysemic, meaning they are up for interpretation. Everyone has their own beliefs and perspectives on different media products therefore reception theory is very important as producers will try to avoid creating certain symbols/connotations that will upset their audience in order for the media product to be a success. However Reception theory allows the producers to hear their audiences opinions made on their media product therefore being able to improve in general for any misconceptions that are made in their media product. 







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