5.3

The Hypodermic Needle Theory basically means that mass media had a direct, "strong effects" theory of communication. It was actually founded back in the mid-1930's and it is also known as the "magic bullet".

Reception Theory is an approach to textual analysis which focuses on the scope for "negotiation" and "opposition" on the part of the audience

Active Consumption is where a person reads a fact and then critically assessing the fact or bit of information.

When advertising, you are going to come across some possible negative effects. This could include offending people because of what happens on the advert. For example, the Lynx advert which clearly states through the footage and a bit of text that if a man sprays on Lynx deodrant, that he automatically gets a hot girl. This is commonly known as "The Lynx Effect", but it is rather degrading on the women race. This is because it is basically saying that if a woman see's a man and he is wearing Lynx, then the woman will automatically throw herself at him.

Negotiated basically means something that requires to be talked about before becoming a done deal. For example, when a football player negotiates a new contract with a football club, they about what the contract includes, things like wages per week, and how long the contract is for.

Preferred means something which is liked more than something else. So if a random person likes to watch sports and the highlights instead of reading about them all, they are said to Prefer to watching it on the T.V, therefore it being a preferred choice.

Oppositional means when the relation between two propositions, or deals are the same, but one deal has a larger quantity or it goes into more quality detail. So if you recieve to presentation propositions for two different television programmes, both of which are the same program, but one goes into more detail about the costs, target audience and other research, then you're going to want to choose the one that has more quantity and quality.