reception theory

 reception theory


how the producer gets the ideas across to the audience- how things are encoded


preferred reading - agree with the ideology of the producer
Oppositional reading is where audience rejects the ideology of the producer
Negotiated reading: somewhere in the middle


adbusters - anti capitalist, anti advertising and anti consumerism
potentially offensive to some people

Preferred reading: audiences understand and take pleasure from the 'red soles' slogan'

Preferred reading: audiences will be upset by the sight of poverty and feel that this spoof advert is appropriate and may help change the world

Oppositional: it is inappropriate to criticise Louboutin because it is an awesome company
Oppositional: poverty is not an issue that affect me, therefore I do not care
Oppositional: this is a racist and or stereotpyical spoof advert, and I hate that!


Negotiated reading: I understand this spoof advert, and I feel sorry for poor people, but I'm not going to stop wanting some Louboutins
Negotiated: upset by the sight of poverty, but do not get the reference
Negotiated: African migrants may recognise this image, and may feel upset over the representation

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