preferred, negotiated and oppositional

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

preferred- Given that the majority of 50 Cent listeners are more likely to wear these kinds of shoes, the preferred reading of this advertising is probably intended to demonstrate that Reebok is a shoe type that is primarily intended and made for usage as street-wear. This is also reinforced by the fact that, prior to his current level of celebrity, he was once like us viewers, and this advertisement uses this as an opportunity to demonstrate how their brand of shoes helps their targeted audience connect with their icons.

oppositional-Many could take different oppositional readings on this poster mainly due to the fact that there is a former gang member used to advertise a shoe branding to their targeted young adults/late teens. Some could Take this as Reebok trying to influence a gang related lifestyle. This could negatively impact their company brand as people may think that Reebok are trying to deliberately put their consumers lives in danger. 

2) What are the preferred, negotiated, and oppositional readings for the advert of your own choice that you analysed for last week's work?

preferred- the preferred reading for this is that with nike branded shoes, there is no limit to how great you can be with sports. This is shown through their choice of quote “who said man can’t fly” with an image of an individual wearing nike branded shoes jumping off frame as if they were exceeding their limits as well as the frame. This camera angle has also been effectively used in another way as in most still nike adverts, the models face is usually hidden or outcasted like in this current advert as they would like to make the audience feel as though it could be anyone as long as they wear the shoes. Another thing is that without any clear connotations, we can infer that these shoes and this advertisements were made to reach an audience of basketball players as jumping high in jordans usually corresponds with basketball

oppositional- An oppositional reading could be used through the quote “ who said man was not to fly”. although this quote is clearly taking about mankind as a general, some may take it that this advert is inferring on the fact that only men can reach these high levels of athleticism

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

I feel as though reception theory is very important when it comes to analysing media products because this allows us to look at different perspectives. This is also important as it links to sassuirs belief that all meanings are polysemic and that it is important to consider all types of views from different perspectives.