You watch a TV commercial in which two women sit around giggling at how "fizzy" new Spritzy Wine in a Box makes their mouths feel. Rather than be moved to try the new beverage, you think the ad demeans women and the makers of Spritzy Wine should be ashamed of themselves. You have made a(n) _________ reading.

Question

Quizplus · Accepted Answer

Negotiated reading involves interpreting a media message in a way that isn't fully accepting of the intended meaning (preferred reading) but also isn't a complete rejection. In this case, you're not accepting the ad's intended appeal (to enjoy the product) and instead are critical of its portrayal of women, indicating a negotiated interpretation.

You Watch a TV Commercial in Which Two Women Sit