‘Reception theory’

1) What are the preferred, negotiated and oppositional readings for the adverts you have studied?

The preferred reading for this Reebok advert with 50 cent was to understand the struggle 50 cent and other black men faced and to bring light to issues surrounding them and to understand there is a clear distinction between the two prints. The reading suggests that we should think about the bias that surround black men and in way Reebok is mocking those stereotypes to show how backwards and insane it is. The negotiated reading is that it has a balance of two stories e.g the medias portrayal of 50 cent and how he perceives himself. This connotes the different ideologies clashing as the typography suggests the juxtaposed definitions of reality. The oppositional reading of this advert could be that this advert is trying to hint these two prints could have links to some extent which can seem really racist. It could have a different meaning because if someone didn't know 50 cent and saw this advert they would immediately think that this could represent black people.  

The preferred reading for this advert would be to raise awareness for gambling addiction and how it affects your life overall. The kid could represent the affect it has on your family or people around you. It could also connote that games with gaming cryptocurrencies gradually exposes children to gambling. The negotiated reading could be interpreted as games aren't the main reason but plays a part if children are too invested into it and spend much time on it. The oppositional reading for this advert could be that every game a child plays could lead into a gambling addiction. Also could connote that technology is the death of innocence as its teaching children dangerous habits. 

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 allow audiences to interpret messages in their own way this is because it provides an image which can be inferred into anyone's ideological belief as it challenges those messages we socially constructed like sexuality and gender. Therefore, it explores peoples views whilst having them question. However, adverts to create bias and stereotypes to reality as it doesn't allows portray the black and white meanings behind and for those who aren't assertive could create the wrong idea.