Reception theory

1)The preferred reading is the audience's interpretation that aligns with the creator's intended message and values.

2)The oppositional reading of a media text is when the audience rejects or challenges the intended message, interpreting it in a way that opposes the creator’s values or goals.

3)The Harry Brown trailer positions the audience to view the teenage characters as menacing and dangerous by highlighting their involvement in violence and crime, creating a sense of threat and hostility.

4)Young people might reject this reading and construct an oppositional reading of the trailer by viewing it as an unfair stereotype that portrays them all as violent or troublemakers, disregarding the diversity of their experiences.

5)In a typical McDonald's advertisement, the brand promotes its food as tasty, affordable, and convenient, often using bright, cheerful imagery, upbeat music, and happy, satisfied customers. The preferred reading suggests that McDonald’s is a place for enjoyment and social connection, where customers can quickly grab a meal that satisfies both their hunger and their cravings. The ad encourages viewers to associate McDonald's with comfort, fun, and reliability, making it an appealing choice for people of all ages. In a negotiated reading, some viewers may appreciate the convenience and affordability of McDonald's but recognize the potential downsides, such as the health concerns associated with fast food. They might still enjoy the product occasionally but acknowledge the advertisement doesn’t fully address the negative consequences of frequent consumption. An oppositional reading might involve viewers rejecting the ad’s portrayal of McDonald's as a joyful, carefree experience, critiquing it for promoting unhealthy eating habits, contributing to poor diets, and being part of a larger, problematic fast-food culture. These different readings show how viewers’ personal experiences and values can influence their responses to the ad.

A Givenchy Paris advertisement, often showcasing a model in bold, elegant fashion in a glamorous setting, conveys a sense of luxury, sophistication, and exclusivity. The preferred reading sees this ad as a celebration of high-end fashion, appealing to viewers who admire Givenchy as a prestigious brand and aspire to the elegance and success it represents. The ad’s design and style reinforce the idea that owning Givenchy products elevates one’s status. In a negotiated reading, the audience may appreciate the artistry and craftsmanship of the fashion but view the lifestyle presented as unrealistic or unattainable for most people. They might admire the brand’s creativity without fully connecting to its exclusive message. An oppositional reading, however, critiques the ad for promoting materialism, unattainable beauty standards, and wealth inequality. Such viewers reject the idea that luxury defines worth and may see the ad as prioritizing appearance over meaningful values. These perspectives highlight diverse responses to media messages.