Reception Theory

 1) A preferred reading of a media text is the intended ideology the producers want to project the audience.

 2) An oppositional reading of media text is when the reader/viewer interprets a piece of media with an opposing view as to what the produces want to forecast.

3) In the trailer, teenagers are portrayed as trouble makers, overly violent, and have no regard for others lives. The intended interpretation from the audiences perspective is to see adolescents as failed generation and group all of them to fit the stereotype of them being violent and failed children.

4) Young people may contradict this ideology of teenagers as many teenagers don't fit the stereotype of being violent and aggressive. Some teenagers may even see this as an offensive stereotype as though some do fit into the category, not all do, and having this as a belief on teenagers sets an unfair standard on the majority.

5) Supposedly, the preferred reading of this advert may be for the viewers to perceive the unhealthy burger as sandwich which is typically homemade and a slightly healthier option. They want the audience to convince themselves to buy it as the slogan states it's "disguised as a sandwich". This connotes some form of psychological propaganda as the advert lists the ingredients which acts as a façade as the ingredients list doesn't mention the preservatives and oils etc. The ingredients are listed in such a lavish and persuasive manner as another way of manipulating viewers to try the food as the description makes it sound as if that you don't try it, you're missing out .On the other hand, a negotiated reading of this advert may trick the viewer to believing that their food actually contains something healthy or 100% natural. However, from a different perspective, someone who has had McDonalds before, would be well aware that the quality of the food doesn't match the supposed ingredients and wouldn't fall for the propaganda. Lastly, the insight of someone from an oppositional approach would directly differ with the preferred reading. Viewers wouldn't believe for second that a food as unhealthy as a big mac could ever get away with being substituted as a sandwich.