RECEPTION THEORY!

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RECEPTION THEORY:

The natural reading of the advertisement that the producer wanted the audience to view this poster as was to see how 50cent has gone through a lot in his past whether that is about crime (the fingerprints in the background) or sadness "tomorrow is not promised" he is still not afraid to hide on who he is in fact he is proud of what he has got through "I am what I am". However, the counter hegemonic reading can suggest the fingerprints in the background can relate to having a past in jail which many parents and consumers may find this advertisement is outputting wrong teachings to the younger generation. Many people who have their own opinion believe that 50cent is not a positive role model so the advertisement from reebok can be very unattractive. This poster can also influence little children to not care and plan out the choices they make and may do things that they regret.

The creator would like the consumer to see this poster as a promotion of costa coffee. The natural reading would be costa promoting the quality of its coffee through an advertisement this is shown through the word "real" suggesting that the ingredients used in costa are better quality than any other cafe shops. The oppositional view a viewer may have is that the poster is attacking the audience and possibly suggesting that the milk and beans they would normally use at home are fake and tells the audience that costa coffee is the only place to get coffee from that will be "real" making them use money on a daily basis. some people may find that full stops a grammatical stop after a sentence, but some people may find it a harsh way to end a conversation almost in anger which is known as polysemy.

How useful is Reception theory when analysing media products?

Reception theory is extremely useful when decoding media texts because it allows us to explore how different audience may react to a media. Different spectators will decode the text in different ways, not always in the way the producer intended. The reception theory is also very useful so that markets do not get the wrong message across to the audience this is because people who view media texts in an oppositional view create an alternate reading that is actively against what the marketing department will be trying to do so covering all aspects of the different reactions such as dominant, negotiated and counter hegemonic can ensure the advertising market gets the correct message across. 



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