Reception Theory

Reception Theory

The dominant reading of this media text is that Reebok is reliable as it has a celebrity endorsing in its products. It suggests that even if you are from rough backgrounds Reebok is still there for you. Reebok is trying to show customers that their product is for everyone, even if you grown up or live a rough life.The fingerprints also reinforce the idea that even if you are in trouble or have been in the past then Reebok is still option for you.
The opposition reading is that Reebok is associated with crime. Reebok does not want to be giving the impression that if you are a drug dealer or someone involved with crime the Reebok is the brand for you. However it is possible that some audiences will perceive this advert in that way. The company may loose customers as this advert may be suggesting that Reebok is associated with crime and many people will try and avoid this.

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