Reception theory
1.
50 cent advert:
Dominate reading - The dominate reading for this advert is that if you buy Reebok products, you will be unique and you will be who you are as said by the quote at the centre of the advert and strong and powerful.
Negotiated reading - The people who see this advert may believe that Reebok will make your life seem dull and boring as of the colours used in it. Some may think that
Oppositional reading - The secondary image of the fingerprints may make some people believe that wearing Reebok will make them criminals and weak against the world.
Nike advert:
Dominate reading - The dominate reading is that those who wear Nike products will be skilled, strong, world changing.
Negotiated reading - Some people may see this and think that buying Nike products will make you like the person in the advert (young people are seen as rude and criminals in the making).
Oppositional reading - The background image of the estate doesn't look exactly very rich so people who see this may think that Nike is for less wealthy people and if you do buy it, you're seen as someone with a low status and no money.
2)
50 cent advert:
Yes, I believe that Reebok did put in clues for the oppositional reading. This is fingerprints as the choice of secondary image. By doing this, a lot of people start to think it is more related to crime than bravery. It is a risk to use that image for an advert where they wanted to be seen as wearing their product to make them look brave and powerful.
Nike advert:
I think that they didn't really do anything that would of raised oppositional readings to their target audience. Their target audience are mainly teenagers around the same age as the person in the image, therefore by using someone of the same age, to who they target, it doesn't raise any oppositional reading. However, for older readers, maybe they may see it differently to younger audience members.
Dominate reading - The dominate reading for this advert is that if you buy Reebok products, you will be unique and you will be who you are as said by the quote at the centre of the advert and strong and powerful.
Negotiated reading - The people who see this advert may believe that Reebok will make your life seem dull and boring as of the colours used in it. Some may think that
Oppositional reading - The secondary image of the fingerprints may make some people believe that wearing Reebok will make them criminals and weak against the world.
Nike advert:
Dominate reading - The dominate reading is that those who wear Nike products will be skilled, strong, world changing.
Negotiated reading - Some people may see this and think that buying Nike products will make you like the person in the advert (young people are seen as rude and criminals in the making).
Oppositional reading - The background image of the estate doesn't look exactly very rich so people who see this may think that Nike is for less wealthy people and if you do buy it, you're seen as someone with a low status and no money.
2)
50 cent advert:
Yes, I believe that Reebok did put in clues for the oppositional reading. This is fingerprints as the choice of secondary image. By doing this, a lot of people start to think it is more related to crime than bravery. It is a risk to use that image for an advert where they wanted to be seen as wearing their product to make them look brave and powerful.
Nike advert:
I think that they didn't really do anything that would of raised oppositional readings to their target audience. Their target audience are mainly teenagers around the same age as the person in the image, therefore by using someone of the same age, to who they target, it doesn't raise any oppositional reading. However, for older readers, maybe they may see it differently to younger audience members.
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