Reading:
Oppositional or ‘Counter-Hegemonic’ Reading- The producer intends to show that everyone and anyone should embrace their culture.
Dominant, Preferred or Hegemonic Reading- They have used celebrity endorsement of 50 cent and in the advertisement it says 'i am what i am' this encourages drug usage as 50 cent has gotten a lot of drug abuse charges. This is giving them a lot of bad reputation to the brand.
Oppositional or ‘Counter-Hegemonic’ Reading- The producer intends to show that everyone and anyone should embrace their culture.
Dominant, Preferred or Hegemonic Reading- They have used celebrity endorsement of 50 cent and in the advertisement it says 'i am what i am' this encourages drug usage as 50 cent has gotten a lot of drug abuse charges. This is giving them a lot of bad reputation to the brand.
Reading:
Oppositional or ‘Counter-Hegemonic’ Reading- This advert suggests that if you wear nike your speed in running increases.
Negotiated Reading- All of the nike products are clearly being shown in the advert. This increases the promotion of the brand.
Dominant, Preferred or Hegemonic Reading- The speed of the player is very fast as clearly grass is being ruined in the image. By wearing the shoes you can damage the surrounding is what they are suggesting.
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