Week 4 Forum: So where is the Author Now?

We were asked to Identify 3 images/adverts where we experience a dominant / negotiated / oppositional reading

Published on the 15th February 2020

I chose the three below.

Dominant: Smoking is extremely harmful even the Marlboro man can get emphysema and lose a lung. 

i miss my lung bob.jpg

Cushing, J. 1999, I miss my lung, Bob

Negotiated:  We can do this, we can help nature and save this planet. Oh wait! Its sponsored by Ford who’s cars are a big part of the cause of the problem.


JWT agency,  2011, Monkey

Oppositional: This hair dryer can make all your hair fall out.

phillips cancer.jpg

Ted Bates Agency, 1972, Panasonic hairdryer


Cushing, J. 1999, I miss my lung Bob, Nelsdrum, accessed February 2020,

http://www.nelsdrums.com/work/bob-i-miss-my-lung (Links to an external site.)

JWT agency,  2011, Monkey, Ads of the world, accessed February 2020,

https://www.adsoftheworld.com/media/print/ford_monkey (Links to an external site.)

Ted Bates Agency, 1972, Panasonic hairdryer, The Guardian, accessed February 2020,

https://www.theguardian.com/media/gallery/2015/nov/18/racist-sexist-rude-crude-worst-20th-century-advertising-in-pictures (Links to an external site.)