Skip to main content

Reception theory: blog tasks

 Reception theory: blog tasks




The preferred/hegemonic meaning of this advert is that reebok is trying to get viewers to embrace their background and encourage the idea that no matter where you come from, you could be successful. The negotiated meaning is that its an advert to promote their brand to views to entice people to buy their products. The oppositional/counter-hegemonic reading could potentially be that some audiences may believe that this advert promoted criminal activity.

The preferred/hegemonic meaning of this advert is that doctors are trying to inform people about the dangers of self-medicating. The oppositional/counter-hegemonic reading is that audiences might interpret this as all medication is bad and harmful.

I believe that Stuart Hall's Reception theory is useful when analysing media products. When analysing the dominant, negotiated and opposite readings of a product, it allows you to see the product in an alternative way than you usually would. This is beneficial it broadens your view on the potential meanings to the product and it withdraws any barriers of interpretation, of the product, that is based on personal experiences. These two adverts that I have analysed provide evidence for the idea that audiences are free to interpret messages in various ways. The reebok advert is a prime example of this, It does not place any boundaries on what an individual can feel when viewing the advert, it does not tell the audience what they should think nor control their viewpoint on it.

Comments

Post a Comment

Popular posts from this blog

Advertising: Score Hair Cream advert and wider reading

  Blog task: Score advert and wider reading Media Factsheet - Score hair cream  Advertising techniques changed greatly in the 1960s. Instead of relying on market research, advertising agencies focused more on the creative aspects of advertising. Humour, irony and dramatic visuals were a few new and innovative techniques that agencies incorporated in their advertising, as they believed it would 'win audiences over'. Advertising in the 1960s took on a more realistic look.  This change in advertising techniques is seen in the Score Hair Cream advert as it includes real people, minimal illustrations and dramatic visuals that would appeal to the audience.  In post-war British advertising campaigns, representations of women enforce the idea that a woman's place is to be at home; completing house duties. Setting -  in an exotic jungle which evokes Britains colonial past. Costume -  Safari wear, worn by all characters to emphasise the location that the advertise se...
Post a Comment
Read more

Blog task: Maybelline 'That Boss Life' case study and wider reading 'That Boss Lif

  Blog task: Maybelline 'That Boss Life' case study and wider reading 'That Boss Life' close textual analysis Narrative & genre: narrative theory and sub-genre The advertisement follows a classic cosmetic advert where the main protagonist becomes glamorous after using said product. The protagonists in this advert are Manny Gutierrez and Shayla Mitchell. The opening of the suitcase with the bright, gold light reflecting on their faces is similar to scenes of opening a treasure chest in an Indiana Jones movie for example.  Cinematography: camera shots and movement This advert features an array of camera movements and shots to display different meanings. Close-ups of the product are to show the significance and importance of it. Featuring the product continuously also is used to create a brand identity. Closeups are also seen when the product is being applied. This was done to show the effectiveness of the product which in hand convinces audiences to purchase i...
Post a Comment
Read more

Narrative in advertising: blog task

  Narrative in advertising: blog task Nike has received critical acclaim for its February 2018 advert ‘Nothing beats a Londoner’. Embed the advert in your blog and answer the following questions:   If we apply narrative theories to this advert, we can see that many theories are used throughout. One example of a narrative theory seen in this commercial is Propp's character theory. The Nike products shown in this advert acts as the helper; each character in this advert has a problem to solve, the use of Nike products helps them persevere and get through the issue. Another narrative theory that could be applied to this advert is Todorov's equilibrium theory. Towards the end of the advert, a boy is seen as weak and feeble compared to his peers, they look down at him in shame; he then grows large and towers the people that once used to tower him.  In the advert, we see many celebrities in the background shots and as secondary characters in the story line. Celebrities such as D...
Post a Comment
Read more