Reception theory

 1) What is the preferred reading of a media text?
The preferred reading is the ideology or belief the producers want you to go away with.
2) What is the oppositional reading of a media text?
The oppositional reading is the when the consumer takes the opposite message according to there own beliefs.
3) How does the Harry Brown trailer position the audience to respond to the teenage characters in the film?
The Harry Brown trailer positions the audience to respond to the teenager characters as violent and dangerous as they are sees with weapons such as guns and knives which opposes them as a threat.On the other hand they want Harry to be seen as innocent, simple man who the audience can sympathies with, this also makes the teenagers the villains.
4) Why might young people reject this reading and construct an oppositional reading of the trailer?
Young people would reject this reading as statistics show the younger generation are less prone to drinking,smoking and illegal drugs. And also younger generation are influenced by their upbringing and therefore this can lead to them being violently but also they just need to given a chance.
5) Write a 150+ word analysis of the McDonald's advert using preferred, negotiated and oppositional readings.

Applying, Stuart Halls Reception theory, the preferred reading of this McDonald's Big Mac advertisement is that it is appetising to the audience as in the image it looks irresistible and delicious. The "100% beef" and "melty cheddar blend" makes the burger seem perfect and makes the audience want it more as it is perfectly made and stood up straight and not floppy at all. The "fresh crisp lettuce","Crunchy dill pickle"and the"freshly cooked bun" the repetition of fresh makes the burger seem healthy meaning people trying to lose weight would would not feel guilty for eating it."a meal disguised as a sandwich" can connote that it is as filling as a meal but just a normal sandwich. "come now bring us your bigger average appetite" this shows McDonald's is calling for people to eat there burger which is filling enough like meal.

On the other hand, the oppositional reading would be the burger is really unhealthy and unappetising as   people would laugh at the fact that the burger doesn't look like that in real life as they have had an McDonald experience where, the big mac doesn't look as appetising and delicious as they put in the ad. Also it could be soggy and floppy in real life but in advertising it look amazing.The fact that the "beef 100%" might upset vegetarians and vegans as not everyone at meat, also it looks very meaty and not very healthy therefore causing controversy as it is killing animals.And people could wonder weather the advertisement is telling the truth as they wouldn't know if it was real beef or some random animal meat. The people on diets or like to be healthy would go against it as it would look revolting as the only healthy would be lettuce. In the anchorage text "its good as it big" could say it filling but people who go frequently would disagree as it is small and not very filling.

Finally, the negotiated reading would be that it might look appetising in the adverts and could be persuaded to buy it but you might have had a Big Mac previously and thought that it wasn’t as delicious, as it could not be as big, sloppy or soggy. Or you could be a vegan and  also find it appetising but would be disgusting by the fact that they use meat.

6) Now find your own advertisement and write a 150+ word analysis using preferred, negotiated and oppositional readings.

Applying Stuart Halls Reception theory, the preferred reading of this is that there is no ketchup is like Heinz. The 'no one grows ,ketchup like Heinz' implies that it is the best and want you to buy it and also probably is going to persuade you to buy it more. The tomatoes bring a sense of health so people would mind to think its more health and doesn't contain many preservatives as it looks very pure and fresh unlike other brands who might use perspectives which could make the audience/viewers different.

On the other hand, the oppositional reading could be people who have brought the product might feel that it tastes like only tomatoes and might strongly dislike the products. And, people who check the ingredients and are trying to be healthy might find sugars and lots of bad for health factors therefore feeling the product is being advertised wrong. 'No one grows ketchup like Heinz' this might be false advertising as they might not even use actual tomatoes and use it to attract the audience to think that is healthy and fresh but in fact the total opposite.

Finally, the negotiated reading is that the advert might seem to health conscious but have amazing flavour so people could not feel the advert is portraying the right image and not attracting the audience it is supposed to. Also, some people might find tomatoes disgusting and unpleasant so advertising in that way could affect the opinions an choices of weather or not to buy the product so therefore the mixed or negotiated opinion would be that the ad could be destroying the image of the product even if it the most pleasant and delicious anyone had veer tried.