modes of address

Audience Readings

preferred / negotiated / oppositional 

 preferred- This is when audiences respond to the product the way media producers want / expect them to.

Negotiated Reading - This is when a member of the audience partly agrees with part of the product. .e.g film, documentary, tv programme.

Oppositional Reading - This is when the audience are in complete disagreement with the products message or setting.

Modes of address

Direct / indirect : authoritative/ familiar 

direct- speaking to the viewer directly using 'you' or 'your' which reinforces preferred reading.

indirect- More 'objective' speech.

authoritative- telling you what to do, what to think i.e. "this is sportswear' 

familiar- more chatty and friendly,they're trying to be your friend by using 'familiar' and 'casual' speech.

TASK

come up with 4 slogans, Direct, indirect, authoritative and familiar.

direct- making your life more easier 

indirect- 

authoritative-  This is the phone you NEED!

familiar- 

'This is abuse- would you stop yourself?'

The audience are people in relationships, male and female.it was made by the 'this is abuse' campaign to get people in relationships to take a look at how they're treated or how they treat their partner to put an end to abuse. They use emotion and guilt to make us feel sympathetic because we know its wrong, but we feel helpless. 

'be food smart- challenge4life' 

The government can help by introducing free apps like these so we can help monitor the food and drink we consume. They use direct address so that we feel like the boy is talking to us by saying things like 'you' and 'your'. They use shocking facts and put imagery in by saying that children can develop heart disease or type 2 diabetes just from the sugars they consume daily.