Reception Theory

1) What are the preferred, negotiated and oppositional readings for the adverts you have studied ?
I think the preferred reading of the creator is for the audience to recognise the celebrity used in the advert and think that because the celebrity is endorsing the brand that they should buy from the business. However i think the preferred reading of the quote is to  be proud of who you are and work hard to become who you want or aspire to be.
The oppositional reading might be that Reebok is setting a negative stereotype of black men as 50 cent is known for being shot 12 times and being involved in criminal activity in the past but has changes. The oppositional reading suggests that all black men are the same and they cannot change.
The preferred meaning of creator is to promote and encourage competition of men and women as this will make them take part in more sports. This will then make the audience buy sports wear from Nike and take part in the competition. Additionally this might be used to support women and motivate them as people usually assume that only men should take part in competitive sports. The gender competition is used to lure the audience.
The oppositional meaning might be that women always have to work harder to prove themselves daily and now in running too. A competition between men and women becomes an indirect dialogue of physical and social power as well as the negotiation of gendered behaviour.



2) Do these adverts provide evidence for the idea that audiences are free to interpret messages in a variety of ways - including rejecting them? 

 I think these adverts provide evidence that audiences are free to interpret the message of the advert because the advert uses symbols which are polysemic (open to interpretation) and people have different point of views, therefore the audience is free to reject the message of the advert or agree with it.

Comments

Post a Comment

Popular posts from this blog

Semiotics

Image
1) What meanings are the audience encouraged to take about the two main characters from the opening of the film?  The film teaches the audience that stereotypes are not always true and to make your own assumptions rather than believing ones that have been created by society. It teaches the audience that everything is not as it seems and to look into the deeper meaning of things. 2) How does the end of the film emphasise de Saussure’s belief that signs are polysemic – open to interpretation or more than one meaning? The film is evidence that signs are  polysemic (open to interpretation) as the audience may have thought the the two characters where going to rob or cause distress to the homeless man, however they actually helped him instead which is not what the audience would have expected. 1) What did Ferdinand de Saussure suggest are the two parts that make up a sign? Ferdinand de Saussure suggests the two parts that make up a sign the signifier and the signi...
Read more

Videogames: The Sims FreePlay part 2 - Industries

  Regulation – PEGI Research the following  using the PEGI website . 1) What is the VSC and how does it link to UK law? . VSC links to the law due to the The Video Recordings Act in 1984 where it is illegal to supply PEGI 12, 16 or 18 games to those underaged in the UK. 2) Note down the key statistics on the homepage. VSC established in 1989,used in over 30 countries across Europe,over 1000 games rated 3) What is the purpose of PEGI? PEGI informs consumers about the content of a game before they purchase it in order to protect them from unsuitable content. 4) Click on the PEGI Rating tab in the top menu. What are the age ratings and what do they include? 3, 7, 12, 16 and 18.  5) Scroll down to look at the ‘How games are examined’ infographic. What is the PEGI process for rating a game? ratings are based on expert advice and public consultation The ‘Freemium’ gaming model Read  this Lifewire feature on freemium gaming  and answer the following questions: 1) ...
Read more

Videogames: exam question

  To what extent do video game makers target audiences through changing representations? Refer to  two  of your three Videogames Close Study Products to support your answer. [25 marks]  Intro: to a certain extent, but arguably, many TRA and SFP also reinforce many stereotypical representations in the media. Plan Tomb Raider:  Changes representations  of women in video games. Female characters are rarely playable and usually reinforce traditional gender stereotypes. Women have traditionally been represented as as "damsels in distress" and objectified.In patriarchal culture, the way women’s bodies are represented as objects is different to the representation of male bodies as spectacle. In tomb raider lara croft is the hero and main character- she subverts traditional stereotypes of women as she is actively fighting, she is fast and is on a dangerous quest overcoming physical obstacles and uses gunplay. Strong, independent, playable female character lack of...
Read more