Reception theory

 1) A preferred reading of a text is the mindset the producers want you to take away from the piece of media that they are showcasing to you.

2) The oppositional reading is the mindset the producers don't want you to take away from the piece of media, basically the opposite of a preferred reading. It is also the reading when people disagree with the advert and preferred reading.

3) In the trailer Harry Brown want the audience to feel like the teens are a threat and dangerous, he wants the audience to feel as if the teens are the evil or bad guy in the film e.g. the use of weapons and language used but also the clothes they are wearing and the body language.

4)People or teens may reject this mindset and have an oppositional reading because they don't believe the stereotype that ALL teens are a threat to vulnerable people and that teens are dangerous murders.

5)

The preferred reading for the McDonald's advert is for the audience to see or watch it and to want to buy and eat the big mac/item. This is because McDonald's is using a delicious picture of a burger to say that if you come to McDonald's you can buy this and eat it. Also, the text that says ''A meal disguised as a sandwich'' expands people's curiosity as to how just a burger could fill you up so naturally, people will want to try the new Big Mac. Also, the anchorage text shows that the burger is also healthy because they used the phrase '' fresh, crisp lettuce'' and also '' crunchy dill pickles'' the word crunchy gives off connotations of the pickles being fresh, so people wouldn't mind eating it because it fills you up like a meal but is also healthy. Also, the image shows the burger with perfect proportions and everything looks fresh which also hungers the audience. The use of the words '' lean patties of 100% beef'' shows that even the beef patty is healthy and not fatty.

In contrast, other people may have an oppositional reading for the advert. For example vegetarians would oppose the Big Mac because of the ''100% beef '' text and also people who are on a diet would oppose because the Big Mac is as large as a meal. Lots of people will also think that the Big Mac is unhealthy or just dislike McDonald's in general. Also, the people will not have a preferred reading because the Big Mac in real life doesn't look like the image at all, for example in real life the lettuce is all soggy and out of the burger and the burger isn't as big as they advert says it is. Also, McDonald's IS a fast food restaurant so naturally, people will think that the burger isn't really healthy since its junk food.

In conclusion, the negotiated reading is that people know the big mac tastes nice and fills you up however they also know its junk food and unhealthy so they don't have it regularly or often. They see a Big Mac as a treat, not as a regular everyday meal. 367 Words.

 6) MY AD

Some people may have a preferred reading of this ad. This is because the ad gets rid of all stereotypes because makeup is stereotypically seen as an ' Only for women' product but in the ad, it's breaking all the barriers of men being not allowed or being frowned upon for wearing cosmetics. Also in small text under the '' THIS IS AN AD FOR MEN.'' text reads '' hire more women for leadership roles'' now when people read this (more for women than men) they will feel that this ad is also supporting the opinion of women's rights and women being powerful, leaders. 

An oppositional reading for this ad could be how some people may not support the idea of men wearing cosmetics and may not want to buy from the company after reading the text. Another oppositional reading many people have is that the product is not vegan or cruelty-free, this is an oppositional reading for lots of people because of religious reasons or their lifestyle choices.

In conclusion, the negotiated reading can be that the audience like cosmetics however they are for cruelty-free products, and the product may not be cruelty-free or vegan, Another negotiated reading may be that they want to buy the product but because its from a big brand like Loreal they cannot afford it.