Reception Theory and Uses and Gratification applied to the Iphone X advert

Reception Theory and Uses and Gratification Applied to the Iphone X advert


Reception Theory

The Reception Theory is a Theory that was created by Stuart Hall to understand the different ways in which the audiences responde to the products which are sold by the producers. 

e.g. it can be films, music videos, videos, TV shows , games, adverts etc. 
There are three main ways in which an audience may respond:

Preferred reading - where the audience agrees which what the producer has produced.
Negotiated reading - where the audience accepts some of the products messages, but also disagrees with the rest.

Oppositional reading - where the audience completely disagrees with the product

When applying this theory to the IPhone X advert the audience may agree (preferred reading) with the IPhone X being a good phone because it is new and from the new features available on the phone and the design of phone based on what is shown on the advert.

People may agree that the phone is good based on what they've seen on the advert but may have a few doubts based on what they've heard from people who already have the phone or because the advert might not include the phone with any earphones, so it will leave them thinking about how they will listen to music, if they love listening to music.(negotiated reading)

However people could disagree with this new phone because it is very different to the other IPhones as it has new features such as the animoji (which is an emoji that moves based on the way you react), face recognition to unlock your phone and pay for things and more than one camera etc. (oppositional reading)

The elderly may disagree because it is a very technical phone and say that it is aimed at younger people as compared to them and the price of the phone may deter people from wanting to buy it. 

Uses and Gratification

By people purchasing this phone, it can help them form an identity. e.g. Someone who is an aspirer (from the Young and Rubicam's audience theory- a person who wants brands to show their status in society) would like to buy this to increase their status in society or make themselves feel good.

 This phone can form friendships. People who have an IPhone or are upgrading their phones by buying the IPhone X can talk about how well the IPhone X is working or speak about what  the pros and cons of the phone are.

 The IPhone X can be used for entertainment in terms of spending your time away from either work or school by going on social media or watching films and YouTube videos in better quality.

Finally, the IPhone X can be used for information/surveillance because the owner of the phone receiving news updates from across the country or world about what is going on where they live or e.g. if a student needs to research something for their project/work whilst in the move, they can go online on their phone and find the information they need.







Comments

  1. Coulsdon A Level Film and Media1 February 2018 at 06:22

    Rochelle this is a good detailed report. Going forward try and approach it from an essay format style. Its a really good advert (i want one now) try and tie in me of the other elects of media that we discussed i.e. Audience, Mode of address also always use CCCEO? Can you identify where you may already have used those elements in this piece of writing?

    ReplyDelete

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