MIGRAIN: reception theory

Alezey

RECEPTION THEORY

1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert?

PREFFERED READING

The advert shows 50 Cent as a strong and confident person. The message is about being yourself and making the most of today because the future isn’t guaranteed. The black-and-white style and serious tone make him look tough and may reflect on the intense past, which fits with RBK’s brand image. The advert wants viewers to feel inspired to be bold and true to themselves.

NEGOTIATED READING

Some people might agree with the message about living in the moment and being confident, but they might think that having a backup plan is important too. The tough image might appeal to some, but others might find it too aggressive or not relatable as it's a niche subject. So, while they like the idea of being confident and letting go of past, they might not fully support the “no plan B” intention.

OPPOSITIONAL READING

Some viewers might reject the advert because they think it promotes risky or reckless behaviour. They could see the tough, street-style image as promoting negative stereotypes or being too aggressive. They might feel the advert doesn’t represent their values or sends a harmful message.

2) What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work?

PREFFERED READING

The image of a plastic bottle floating and half being a bomb powerfully conveys the idea that human waste, especially plastic pollution that is deadly to the environment and oceanlife.  The presence of the WWF logo and the phrase "YOUR WASTE FATAL" reinforces this message, urging viewers to take responsibility for their waste in order to protect wildlife and keep nature safe. In this way, the preferred reading encourages people to reduce plastic use and consider the harmful consequences of pollution.

NEGOTIATED READING

The audience mostly agrees with the advert’s message that plastic waste is extremely harmful to marine life and understands the idea behind the bottle being shown as a bomb. However, they may not completely change their behaviour because using plastic is often more convenient or affordable. They accept that pollution is a serious issue but might still feel that their individual actions won’t have a big impact, so they agree with the message but only partly act on it.

OPPOSITIONAL READING

The audience disagrees with the message and may think the advert is too dramatic or exaggerated. They could feel that comparing a plastic bottle to a bomb is unrealistic and designed just to shock people. This audience might also believe that the blame shouldn’t be placed on individuals but on large companies and governments who produce and manage most of the plastic waste.