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Reception Theory

 Reception Theory

REEBOK AD

The dominant reading presented in this advertisement by the producer of 50 Cent and the images of the finger prints is that he has left his gang and criminal life behind. This can be clear from the verbal codes of 'I am what I am'  conveys that he is not threatened by his past behaviour and has learnt from it. However, the counter hegemonic  reading can reveal that Reebok is trying to promote gang violence and criminal life style this is because 50 Cent wasn't always seen as a positive role model even if has changed his lifestyle now. The audience might not have time to read the text at first glance and would only focus on the icons which might give a negative reputation to Reebok.

TABASCO HOT SAUCE AD


The dominant reading presented in this advertisement is to highlight that this Tabasco Sauce would be extremely hot and unbearable. However an oppositional view the audience might have is this sauce might be too hot and dangerous to consume. As a result the product might not have and increase in customers and sales. Some of the audience might find it exciting that the new hot sauce is very spicy whereas others might be uncertain because the sauce is displayed as a fire extinguisher therefore highlighting  polemics views people might have. 

How useful is reception theory when analysing media products?  
When interpreting media texts, reception theory is incredibly helpful as it enables us to examine how various audiences might respond to a media product. The reception theory is very helpful in preventing businesses from communicating the incorrect message to their target audience. If a powerful counter hegemonic advertisement was released the business cannot regain their reputation back. Therefore companies have to consider all aspects of the readings to know how the audience will take it.  

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