Reception theory

 RBK 50 Cent

Dominant: If you buy the products advertised you can be like him (the person in the picture).

Negotiated: Understanding the basic idea of how they are trying to sell the products but thinks that the idea of 'the showdown' is unnecessary.

Oppositional: The products don't make you a different person and the company is exaggerating.

Chanel No.5  

Dominant: By wearing this perfume it enables you to appear as elegant as the woman in the picture

Negotiated: Aware that by wearing a perfume can give you a good outlook as advertised but doesn't necessarily mean that this perfume in particular is so ground breaking that it can completely change this.

Oppositional: A perfume can not effect you that much and this is over the top as a perfume can't "become you."

Usefulness of reception theory

I believe that reception theory is important when analysing media products as it clearly states the three different approaches people would take. It clearly depicts where a consumer would stand in comparison to the producer. Also, it understands that when viewers consume media they are not just passive, they do engage and form opinions of their own. This can be helpful to producers too as they may be more conscious of how the media they produce will be perceived by such opinionated audiences. Therefore, they are even able to leave hints in their media products as they are able to know that consumers will be able to collate these in order to have a better understanding of their company, product, service ect.