Reception theory: (Harry brown + McDonald's advert)

1) What is the preferred reading of a media text?

The preferred reading of a media text is what the producer wants us to view the media text.

2) What is the oppositional reading of a media text?

The oppositional reading of a media text is an interpretation that goes against or challenges the intended or preferred meaning that the creator of the text may have intended.

3) How does the Harry Brown trailer position the audience to respond to the teenage characters in the film?

The clip is based on teenage life in the UK and the producers want the audience to think all teenagers are savages and rebellious meaning they are more likely going to form a gang.  

4) Why might young people reject this reading and construct an oppositional reading of the trailer?

Because it gives the vast majority of young people a negative image as not all of them are miserable, doing crimes and causing chaos.

5) Write a 150+ word analysis of the McDonald's advert using preferred, negotiated and oppositional readings.

The McDonald's advertisement displayed below has an old-fashioned design and matches the kitchen aesthetic in a way. Negotiated readings would probably emerge when the viewers recognise the intent; they may acknowledge McDonald's as a fast food option. Lastly, in my opinion, people might point out that the big mac shown in the advertisement, doesn't always match with the one people are given in real life. it is crucial to consider the impact of the ad on the consumer.It can also be seen by someone that disagrees with the propaganda as it has many different ingredients that make it very unhealthy and not safe for Anyone to eat. The oppositional reading of this advert is that the company doesn't want the audience to think that it's too much. This is because the burger looks like it is delicious, but what the audience wouldn't see is that it's gonna be hard for them to finish it up.