If you have any reason at all to wonder whether some vision or processing problem could be making reading hard for your son, check that out first. It could just be such a struggle for him that there is no pleasure in it. If your son has a problem, he may not even know it, because has only ever looked at words through his own eyes and processed words through his own brain, and doesn't have anything to compare his experience to.
Then I hope you'll read the book How to Talk So Kids Will Listen, and Listen So Kids Will Talk. The authors have a long history of leading parenting workshops, and teach parents how their children can propose their own solutions to all sorts of classic problems, including attitude, responsibility and trust issues.
From your son's age, comments, and the fact that the consequences you've been trying seem to be working poorly, I suspect that he doesn NOT feel you really understand or care about his needs and his objections to reading. Two of a kid's greatest needs are to be understood and to know his parent is on his side. Your son isn't getting much reassurance on either count where his reading is concerned.
The wonderful book I'm suggesting will show you how to really let your son know you care and you're listening to his side of it. You can draw him out with open-ended statements or questions. "So, you are bored with reading. That's a problem, isn't it?" Then be silent, and leave space in which he can respond. Or, "I hear that you don't think reading is necessary. Can you say more about that?" And leave space for his response. Or, "You're feeling that I don't trust you. Hmmm. I'd like to understand what you mean."
If you can listen with deep compassion and real curiosity, your son is likely to feel more connected with you, and give you glimpses into his reasoning, his changing relationships with people and school, his emerging sense of what his future looks like. And most interestingly, once a child feels that sympathetic connection with a parent again, he is very likely to start proposing his own solutions, and take a new interest in the parent's needs and concern.
This is a wonderful age at which to introduce these techniques, because he'll be going through a lot of changes over the next several years. I am already using this approach with my 4yo grandson, and I am surprised and delighted to learn that even as young as he is, he's very clever about understanding the dynamics of even complicated situations, and proposing his own original solutions to problems.
You'll be glad you've read this book. Here's a sample from the first few pages: http://www.amazon.com/How-Talk-Kids-Will-Listen/dp/038081....