Audience Negotiation

Adidas Advert:

The Lady had broken a Hegemonic rule by having having hairy legs and the internet went to extreme cases of hate to show power.

You're so money supermarket Advert:

The advert has caused controversy as the main character went against the stereotypical view of Men.

Stuart Hall (Reception Theory):

Key Term: Preferred Reading
  • The 'right' reading of text, which can be enforced by positioning.
  • This concept has to be approached carefully: often texts intentionally have multiple meanings/readings, and of course, as we have discovered, audiences can potentially get whatever they want out of a text.
Hall categorised audience response into three separate groups. These can help us to understand whether or not an audience sticks to the preferred reading, or if they decide to make their own decision as to how to decode a text.

Dominant Reading is when the audience agrees with the message of the text.
Oppositional Reading is when the audience completely disagrees with the text.
Negotiated Reading is when the audience generally agrees with the text but may disagree at certain aspects.


Dominant Ideology of Advert: Coca Cola is portrayed as luxurious, relaxing and enjoyable beverage to consume with friends.
Oppositional Ideology of Advert: Drinking Coke will just make you unhealthy and gain weight and it encourages laziness.
Negotiated Ideology of Advert: Coke can be seen as a glamorous drink to enjoy but is also incredibly unhealthy. Although coke is consumed by high class people, it wont transform you into a higher class.

Water-Aid Claudia Advert:

The Dominant ideology is that the audience (UK) should feel sympathy for the Claudia and the general public of Africa who live in harsh conditions. The Oppositional ideology is that the advert represents the African culture and assumes the whole country is in poverty. Romanticised Poverty, very condescending tone. Presents Africa as a single continent.   

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