Reception theory

The dominant theory for this advert could be that the producer wanted this to be a message saying that anyone can really play football and they can be the one that 'stands out'. The negotiated theory could be that this is only for boys as the hooded figure is most likely a boy and that this could be aimed at more lower income families as the background definitely suggests that the character is playing in what looks like a council estate. The op positional theory might be that the character could be endorsing anti social behaviour. Another opposite theory may be that this could signify exclusion as there is nobody near him and the buildings around him look desolate and derelict.

The dominant reading of this could suggest that no matter where you come from or what you WERE, you can still be very successful. It can also be that your past can define your future but if you  buy this product, you are set for a life of success. The negotiated meaning of this ad could be that this product is for the 'coolest' of people and that if you wear the trainers then you will be like 50 cent. RBK to the audience seems like a brand that is up to trends that could maybe be associated with a criminal. This leads to the oppositional meaning which could be that RBK is trying to promote criminal activity or that RBK is exclusively for felons or convicts, spreading a message of negativity.

 Do these adverts provide evidence for the idea that audiences are free to interpret messages in a variety of ways - including rejecting them? Answer this question as a mini-essay, exploring both sides of the argument.

The Nike advert has some positive connotations as it is seen as a message for standing out from the crowd and bringing colour into a dark and depressing world. The advert could be interpreted negatively because an ad for anti social behaviour/isolation. This makes the product have images of crime and danger. The ad is free to interpret as it could also suggest that this product is aimed at people who are from a financially challenged background. This could also be interpreted as an ad specifically excluding women of all backgrounds which could heavily impact the reputation of the company. The RBK ad could also suggest that this is to do with anti social behaviour and could potentially endorse criminal activity. Some people could see it as a message that says you can be whatever you want to be. The advert may suggest that no matter your background (suggested by the black background) you can achieve your dreams. RBK have done this using Star Power which utilises a celebrity to be sell a certain product. This is slightly controversial because RBK have chosen to employ an ex 'criminal' which leads to the interpretation that this product is very bad. The connotations of this ad might be that your identity will be shaped by this product and it will help you become a really successful person.