https://www.youtube.com/watch?v=EdQ_1rRajDo

Dominant, or Preferred Reading
Admire his daring and flamboyant personality and his courage to present himself in a non-conventional way.  They understand the show is just a show and not real but brings across a strong part of his personality.
It's supposed to be a show, entertainment (song title is 'For Your Entertainment').

Oppositional Reading
Some people were be offended by his open sexuality and his actions on stage. They understand it's a show, but feel the 'graphic' level of what was shown (sexualised, revealing costume and actions) was unnecessary.

Negotiated Reading
People understand what he is doing, but not completely why. They are confused over the sexualised nature of the performance. They struggle with their morals and understanding: they see it as a performance and a form of expression, but there is too much for them to take in and it seems a little over the top.

Dominant or Preferred Reading
This advert was meant to appeal to the audiences sympathy. There acknowledging the issue of palm oil being in the majority of consumer products and the effect it has on the rainforests of the world and the orangutans that live there. There stating this and hoping the audiences will sympathise and buy their christmas shopping from Iceland to try and prevent the effect deforestation is having.

Negotiated Reading
Some people might watch this and acknowledge and sympathise the problem of deforestation but, they simply might not want to buy their shopping from Iceland.

Oppositional Reading
Some people might watch this and feel that Icelands advertising techniques are too controversial and political. They could argue that their methods of advertising don't focus enough on the products and too much on political topics that have very little to do with the quality of the products.

Proffered/dominent reading:
With everything happening what you can see throughout the whole advert is that Orangina is very juicy, the taste is very delicious and orangy. It showing that you will have a good time when ever you drink it and it will be like a party on your tongue. Also, it is something to share with someone you love or even like.
Oppositional Reading:
Now a-days when people watch this they would understand and recording what the creator intended all the same thing for the dominent reading. However, with what is going on these days and what people are into they could see this advert as being a advert for furries as the characters are humanoid animals and they look like furries. And it also looks quite sexual as well so it can be interpreted as furries who like to have a good time (if you know what i mean) would like this drink.
Negotiated Reading:
When looking at this and not understanding what the creator is trying to say and not understanding the style or gimmick of this products. Then this advert can be seen as over sexualised and strange, people could also thing that the Orangina is just a cover to make this kind of advert.  

The producers of Vikings wanted the viewers to see how fearless and deadly Ivar The Boneless is. He is seen as a cripple(given his name) so he shouldn't be of any use to his army in battle, but he obviously proves that wrong as he takes down his enemy.

Negotiated
Some viewers might love this scene as I do, but some might also get a bit disgusted at how gory it is.

Oppositional 
Some people might get really disgusted at how gory and brutal this scene is and they might not be able to see past the point that is the producers just want to show the historical side to the battles that these Vikings went through