Audience readings

Different types of readings-

Preferred reading- Is when the audience responds to the product in the way the producers want them to.

Negotiated reading- Is when a member of the audience partially agrees to the content of the media.

Oppositional reading- Is when a member of the audience is in complete disagreement with the product's message or content.

Modes of address

-Direct
-Speaking to the viewer directly
-Using 'you' or 'your' (but not always)
-Reinforces preferred reading

-Indirect
-More 'objective' speech

-Authoritative
-Speaking with authority
-It's speaking to you from above with status

-Familiar
-More chatty, friendly mode of address

Task 4-
Come up with 4 slogans-

Direct- 'Your health is in your hands'

Indirect- 'This drink is 100% organic'

Authoritative- 'This drink is packed with a lot of energy'

Familiar- 'Why don't you check this cool drink out?

This is Abuse- would you stop yourself?

-During the advertisement, the couple are busy enjoying themselves by watching a film together before the girl’s mum comes back. The boy decided to get close to her but the girl instantly rejected him by persistently asking him questions. The boy in anger smashes her phone and mistreats her by pulling her hair. Halfway through the advertisement, another version of the boy is seen who is banging on the window and is trying to stop himself from getting abusive with the girl. The message at the end of the advertisement is, pretty simple if you were in the boy’s position would you think twice before abusing someone.

-This advertisement is mainly targeted for the demographic groups between 16-20 years old who are in a relationship. This is because; sometimes young couples find it difficult to get out of relationships especially when it gets physical and violent.

-The producers who made this advertisement might be creating awareness for a campaign to stop this type of abuse worldwide. This is evident through the link which has been provided at the end of the advertisement.

-The type of mode of address used is direct address which is evidently seen through the personal pronoun ‘you and ‘your’. The producers might have done this to put everyone in the position that if someone abused you what would you do in this situation. As an audience, we can clearly sympathise with the girl in the advertisement as, she didn’t know how to prevent the boy from getting physically forceful on her. 

Be Food Smart- Change4Life
-During the advertisement, the young child is telling the audience on how to cut down on the amount of sugar being eaten on a daily basis. This is typically shown by what people might have for breakfast. As the child pours the sugar into the bowl and the cup, the sugar overflows to reveal the dangers of having too much sugar in your diet. This includes by being diagnosed with Type 2 Diabetes, heart disease and other forms of cancer. The child is trying to warn parents that you should monitor your children's sugar intake every single day by downloading the 'Food smart app'.

-This advertisement is mainly targeted for the demographic groups between 20-30 years old who are parents to young children or new to parenting. This is because during the advertisement, facts and statistics were revealed on what sugar can do to your body. This is something an adult will be interested to hear not a child.

-The type of mode of address used in this advertisement is indirect address. This is because; the child is indirectly conveying the message to become healthier which is not forceful on the viewers who are watching the advertisement. This is done through the facts and statistics which have been said in a childlike tone. As the advertisement progresses, a familiar address has been used through the childlike, friendly tone by the little child. This almost creates a conversational tone as; the child is talking in a relaxed and stress-free manner. Towards the end of the advertisement, a direct address has been used to talk to the audience openly this can be seen when it says ‘help you and your kids find a healthier start of the day’. A mixture of modes of address has been used to connect with the audience at different levels. 

-The government can help to support and change a child’s lifestyle; this can be seen by the amount of websites and organisations that can do this. One prime example is, ‘Change4Life’ who is an organization that supports young children to live a healthier lifestyle. From the website I have seen, numerous recipes and guidelines are shown to support parents at any age. The type of marketing techniques used is, targeted advertising. This is because numerous people have the option to read the ‘Change4Life’ content in depth. I particularly found this website interesting as, it appeals to younger consumers due to the type of colours used and the content displayed in the website is described in depth with a lot of information.