Hi! I understand what you are saying. And second what luckymommy said. It works with my boy, sometimes.
For a while, my boy would do the same thing. He would see me with a word, or if I started heading to my computer to do LR, he would squirm and try to get away. I backed off and did less. Then, I learned to burn my own DVDs using the computer. I try to show it to him 3 times a day. I do that with math dots, too. He used to hate math dots, but now his math has number dots interspersed with pictures of him or his brothers, and interjections like "Yay!" and "Great job!" and a little music in the background. I hold him in my arms in front of the TV and dance or throw him in the air between numbers. Some days, even that doesn't work, but I figure if he saw even a little, that will help.
He used to dislike books, too. But I made it a point to read to my other boys in front of him. He now brings me books when I'm reading to his brothers and wants me to read. I make him wait. He is then happy to sit on my lap while I read the book (some times 3 times, sometimes only half of the book). I figure something is better than nothing.
Here are some other ideas that I've seen on this forum.
http://forum.brillkids.com/teaching-your-child-to-read/how-to-teach-a-20-month-old/http://forum.brillkids.com/general-discussion-b5/how-do-you-teach-an-active-18-month-old/I thought the ideas were interesting.
Oh, by the way, my boy now likes LR. I'll be working at my desk and he'll want up so he can see LR. (Again, sometimes he'll want to see 5 sets, and sometimes just a half a set).
From what I've read about other people's experiences, the likes and dislikes of the children come and go. Don't stress, just enjoy and hopefully, they'll relax and enjoy it too.