Reception Theory

Dominant Preferred and hegemonic reading:

 From this advert i can that this is a Reebok advert that is mainly trying to inspire its audience and and 50 cent is acting as a role model to other people in reference to the quote ''i am what i am'' this motivates people as it is in a Gothic font which could mean that life is timeless.This is all promoted with the use of the brand through identity and liberty.

Negotiated reading :

The main point about this advert is that the media reinforces this particular black ethnicity to be more related to crime which is stereotypical in society because of the connotations different people interpret from it and this creates the myth and makes the adverts and all sorts of media polysemic

which contributes to the different opinions of how everyone views this certain image. Alternatively this advert could also be seem as more positively than in a negative way as it could be countering the hegemonic reading and celebrating criminal-ism. This advert could be be more right wing as their could be beliefs could be about economic freedom and how businesses should not be regulated and freedom and success over equality because this advert has used direct mode of address indirectly directing it to the audience by using both quotes in very different fonts and telling h audience to be more determined and this myth that has been created around this advert could be built up as it all becomes natural to society and potentially even make an impact in people's lives. These elements all depend on how the individual view this advert as they are polysemic and not everyone has the same interpretations of these adverts which could create a gap between the directors intentions of this advert and the audiences interpretation. 

counter hegemonic reading:

This advert could be promoting criminal-ism but the individual perspectives could be different as the producer may intend to make this advert to promote inspiration and identity but others may not view it this way as they may see it negatively because they may think this is stereotypical as a certain type of ethnicity has been used (Black) rather than any other racial group so they may think its is directing only towards them and this could be a signifier within this advert as it is doing the communication and promoting this idea and may not passively get accepted in society.

Dominant Preferred and hegemonic reading:

The producer has created this advert to promote these pop chips as being healthy and nutritious for yourself and not too fattening as Katy Perry is portrays holding two bags and this bring out the idea that these pop-chips can be eaten as much as you want to eat them so this could be the key intention of the producer could be to advertise this.

Negotiated reading :

As this advert portrays the pop chips the headline give us much more to think about as it mentions the ''love with the handles''. which makes the audience interested and read the name of the object being promoted because they would think that it is fat free and because there is reliance on Katy Perry which the producer would have purposely done to make it seem more realistic and promote these chips as a healthier option to normal chips and the fact that it indirectly talks about the fat on the body and keeps referring to no fat on the body as it mentions underneath '' good thing they don't go straight to my hips'' which gives us a idea that these pop-chips must be less fattening for everyone which is what is the good thing about this product and why it is being promoted. However adverts are seen to be polysemic because not everyone will have the same interpretations as some people may believe it is centralised to mainly women as they are thought to be fit and maintain  their body weight and some women may argue against this matter and why there is no man present within this advert as it could be directly centralising women.

counter hegemonic reading:

The idea that this advert is going against women's size and body weight could be objectifying them and could bring out the fact that instead of promoting this product in a respectful manner it could be going against women. This makes it seem to overcome the temptation of always staying healthy but everyone may not see it like that as people may have different interpretations of this advert.

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

I believe that both adverts convey the message that is trying to be said to the audience in a rational way however some people may interpret these in very different ways as the adverts are seen to be polysemic which shows the different aspects of these adverts. Both adverts provide evidence for the audience feeling free to interpret their message as there is no direct mode of address directly saying anything which conveys the idea that they are less controversial then they appear to be. For the first advert i believe that there is a idea to portray the advert in a way to make the younger generation more motivated and determined within themselves independently but this may also bring out the fact that the media could be reinforcing the idea about one ethnicity being involved in all these criminal activities and this may offend some people and bring out more of a negative response from the different audiences. In addition to this the second advert also portrays difference elements of these negotiations as you can interpret in different ways the advert does allow you to do that as it. As this advert refers to size and weight of women particularly linked to the junk food  and making these pop-chips seem healthier and show them in that way makes the audience want to buy these pop-chips as they feel like it would be a better option is resisting the temptation of other junk food. These aspects of portraying the pop chips like this make the audience interested as Katy Perry is holding it making it more centralised and seem like a amazing product.This advert may be interpreted as a positive one or a negative one in the sense that it could just be literally saying that these pop chips are very healthy and they are less fattening or it could be objectifying women and centralising this particular advert to them directly and argue why there is no man present so it could be a stereotypical advert that has been portrayed in the media. This is what may get some people to go against this as just like the first one only one ethnicity has been shown it may be that the producer is showing it in a positive way to make black people seem more inspiring or in a negative way to make their ethnicity seem more criminalising which may offend some people and argue against this particular advert as it seems more stereotypical. Therefore both these adverts show the negotiations and counter hegemonic reading in both these adverts.