Audience readings
Preferred reading - when the audience responds to the product the way media producers want and expect them to.
Negotiated reading - this is when a member of the audience partly agrees with the part of the product such as a film or a documentary
Oppositional reading - when the audience are is complete disagreement with the products message and meaning
Modes of address
Direct address - speaking to the viewer directly, using 'you' or 'your'. which reinforces preferred reading
Indirect address - it is a more of an 'objective' speech, which is more descriptive to use.
Authoritative - it what's telling you what to do, which they convey a clear message.
Familiar - it is more of a chatty advert, which engages as your friend as friendly conversation, a voice that connects to your more personally.
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