For any good ad, you should be able to say

a)  INTENDED READING–what the advertiser hoped you would see in the ad

b)  OPPOSITIONAL READING–the opposite, what the advertiser wouldn’t want you to say about the ad, but what shows the sophistication with which you can “see through” advertising

 

Consider this ad and practice both sides of the advertisement reading.

http://graphicdesignjunction.com/2012/01/35-clever-poster-advertisement-ideas/

a)  what the advertiser wants you to think:

-McDonald’s serves fish that is fresh.  Their products are crystal pure, without anything adulterating the authentic fish taste.

b)  the oppositional reading:

-who would want to eat a goldfish?  The fish would appear to be square.  Real fish is not square.  Also, there is a lot more in a Fillet of Fish than just fish.  This ad does not show you the white bread bun and whatever else is in the sandwich.  For example, is that a cheese slice or a piece of lettuce?

 

Read the following ads and see if you can see both sides.

 

https://wordstream-files-prod.s3.amazonaws.com/s3fs-public/images/oldtimer-tunnel-ad.jpg

 

https://babe.net/2017/02/01/small-collection-modern-sexist-ads-will-make-feel-like-youre-living-timewarp-668

http://derekthecarguru.blogspot.com/2012/03/is-sex-coming-back-to-car-advertising_27.html

https://www.marketing91.com/18-amazing-and-creative-print-ads/

 

https://carbuzz.com/features/worst-car-advertisements-of-all-time

http://pixgood.com/print-advertisements.html

 

 

http://planet-design.com.ua/2013/09/01/kreativnaya-reklama/

 

 

 

 

http://littlemalcolms.blogspot.com/2010/02/french-anti-smoking-ad-shocks.html