Media: Reception Theory (Harry Brown + McDonald's Advert)

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Harry Brown + McDonald's Advert

Reception Theory


1) What is the preferred reading of a media text?
The preferred reading of a media text is understanding when the creator of the text is likely expecting or hoping the audience will have.

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?
They might disagree as teenagers are portrayed as criminals and just being an awful being that are harming others and doing no good.

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. You see that McDonald's wants you to feel happy with the visuals of deliciously prepared food, but you also question things like how healthy the food is or whether it harms the environment. The oppositional reading would be that instead of feeling good about the advert, you could see it as promoting unhealthy eating or not caring about the environment. Your thoughts will go against most of what McDonald's is showing in the ad. The preferred reading would be informing the audience about the great atmosphere, amazing food and would want you to feel excited and positive about a place like McDonald's, aiming for the audience to think it's a fantastic place for meals.




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