reception theory

Dominant, Preferred or Hegemonic Reading: The preferred reading for this is that Reebok is accepting of your past despite your background and empowers you to become whatever you want. I can see this because you can see the clear split between a successful 50 cent and a police finger print picture which gives connotations that 50 cent has committed many crimes in his past.

Negotiated Reading: The negotiated reading may be that this picture is empowering as the quote "i am what i am" shows pure confidence. However, people may think that this picture glorifies crime as the finger print pictures may be considered "showing off".

Oppositional or ‘Counter-Hegemonic’ Reading: Some people may that Reebok is being racist as the picture essentially uses the stereotype of a black male. e.g they commit crimes hence the finger print picture which is put next to 50 Cent.

Dominant, Preferred or Hegemonic Reading: The dominant reading would be that with your dedication to your craft you can be ahead of your opposition or rivals, i can see this because of the tag lines, show them heaven implying skill and give them hell, which implies that you should overcome your rivals or obstacles in your life.

Negotiated Reading: People may also believe that this advert is rather anti social as from the word "hell" you can get dark connotations also the cricket ball on the right seems to be covered in fire which can imply that there is a devilish vibe, this adds to the stereotype of teens being rebellious.

Oppositional or ‘Counter-Hegemonic’ Reading: An oppositional reading may be that the reference to "hell" and "Heaven" shows blasphemy which is considered highly disrespectful.