Reception Theory

By using the concept of an 'active' audience, work was needed to be done for the audience to be able to recognise and interpret a text, this would show how features such as age, class, gender and ethnicity affected their interpretations.

This was based on Stuart Hall's creation 'the enoding/decoding' model which is about the relationship between audience and text. The text is encoded by the producer and decoded by the audience.

Encoding and Decoding Model

Using recognised codes and conventions, drawing upon audience expectations to aspects such as genres and the use of ‘celebrities’, the producer can control the audience and create an amount of ‘agreement’ on the codes meaning.

By using Reception theory, we are able to plan out and decide what would make the perfect 'Taylor Swift Greatest Hits' advert because our main audience we want to appeal to are those who are already her fans.