Young:

Visual Codes- Youngsters looking quite angry and meancing. Ideology of being poor and not having a lot as they are hanging around the streets. Graffiti on the wall, shows they are into crime and vandalism. Fists clenched so we know they are violent and enjoy fighting.

Mise En Scene- Youth at the front of the image staring directly into the camera with an angry look in his eye. Not having fun.


Old

Top Gear Preferred Reading- The preferred reading for Top gear is mainly for people who are interested in cars as Top Gear is a show that drives and reviews different cars in different environments e.g. tracks, roads and mountains. An example of people who may take a preferred reading to Top Gear is company's who's Super-cars they have reviewed as they would be interested in watching the show to find out how there car matches up to other cars when being tested.

Top Gear Negotiated reading- People who are aware of the show and what is involved in Top Gear but choose not to watch it as they do not like the show itself. Whether they dislike the presenters, Jeremy Clarkson, Richard Hammond and James May. However the people taking a Negotiated reading are the people that only agree with parts of the show,

Top Gear Oppositional Reading- People who show no interest in the show whatsoever, as they may b too old or to young to understand it. An example of this is young children would not watch the programme as they may not be interested in the topics discussed on the show, so therefore there would be no point in them watching it. Another example of people in the oppositional bracket is Eco friendly people, they would not watch the programme as they disagree with the 'petrol head' image that the show portrays.

NME- The preferred reading for the NME is people that have a high interest in different genres of music. They also are interested in gigs and other live performances from musicians. The negotiated reading for this website or magazine would be people that are aware of the music industry, but do not take an interest in it, so therefore they do not decide to look deep into the site or read the magazine. The oppositional reading would apply to people who bare no interest to music whatsoever and will not be aware of the magazine or the website whatsoever.


Durex- The preferred reading for Durex is people who are sexually active, whether that be sleeping around on a regular basis or being in a relationship where partners are having regular sex.The negotiated reading for Durex would be people who are over the age of 16 but are not sexually active, so therefore they will not need to be viewing or buying products from Durex. The oppositional reading for Durex would be people that are young and not 16 or over, this is because they may not be aware of what Durex is and what their products are used for, for example a 5 year old child is not going to be aware of durex and will not contain any knowledge of the company.