Reception Theory
Preferred reading: the message that is intended to be conveyed by producers in their product/advertising.
Negotiated reading: the middle between preferred and oppositional reading. This message is altered by the consumers personal experiences.
Oppositional reading: the opposite of the preferred reading. The consumers take the preferred reading and create an opposite reading instead based on their personal beliefs or values.
Harry Brown task:
The Harry Brown trailer positions the audience to feel hate towards the teenagers as even at 0:05 they are showing violence and aggression as they beat up someone else. Young people however would reject this and create an oppositional reading towards the film, as they feel it would be personally insulting to them as the trailer itself does nothing but put young people and teenagers in a bad light by painting them as threatening and dangerous. This would cause younger audiences to form their own oppositional reading due to them knowing personally that it isnt what young people are like at all.
McDonald's Big Mac advert analysis:
The preferred reading, as intended by producers, for this advert is that the Big Mac is filling and worth spending money on. Producers intend to send this message in order to increase sales at McDonald's and draw in a larger audience. On the other hand the negotiated reading is that McDonald's has come out with a new burger in order to gain new customers, this would make people stop buying as they would think McDonald's will just throw out any burger without caring. However the oppositional reading would be that McDonald's doesn't care about its current customers and would rather replace them entirely with new ones, as read by the new larger burger which is meant to draw in a new crowd. This would leave people with a sour taste in their mouth as they would become bitter about McDonald's and stop going there with the mindset that McDonald's doesn't care about them so they will stop spending their money there.
Super Smash bros. Ultimate advert analysis:
This screenshot is taken from an advertisement for Super Smash bros. Ultimate. The text saying "EVERYONE IS HERE!" Implies the preferred reading that this new game is for old players of the Super Smash bros. series and for new players as they are adding all the old characters of previous games, this allows a new audience to be drawn to the series and maybe even buy older games to see how it has changed. The negotiated reading is that Nintendo cares about it's audience and listens to their feedback, and so they added old characters that were once thought to be never coming back to the series, this would make veterans of the series happy as their old favourite character is finally coming back - this is a smart move on Nintendo's side as it would cause more sales. The oppositional reading is that Nintendo simply doesn't care about who goes in and who doesn't and therefore just puts everyone back into the game for the sake of money, this would cause an audience to get bitter at Nintendo as they are making this game purely for the money and not because they care about the franchise as a whole.
Negotiated reading: the middle between preferred and oppositional reading. This message is altered by the consumers personal experiences.
Oppositional reading: the opposite of the preferred reading. The consumers take the preferred reading and create an opposite reading instead based on their personal beliefs or values.
The Harry Brown trailer positions the audience to feel hate towards the teenagers as even at 0:05 they are showing violence and aggression as they beat up someone else. Young people however would reject this and create an oppositional reading towards the film, as they feel it would be personally insulting to them as the trailer itself does nothing but put young people and teenagers in a bad light by painting them as threatening and dangerous. This would cause younger audiences to form their own oppositional reading due to them knowing personally that it isnt what young people are like at all.
McDonald's Big Mac advert analysis:
The preferred reading, as intended by producers, for this advert is that the Big Mac is filling and worth spending money on. Producers intend to send this message in order to increase sales at McDonald's and draw in a larger audience. On the other hand the negotiated reading is that McDonald's has come out with a new burger in order to gain new customers, this would make people stop buying as they would think McDonald's will just throw out any burger without caring. However the oppositional reading would be that McDonald's doesn't care about its current customers and would rather replace them entirely with new ones, as read by the new larger burger which is meant to draw in a new crowd. This would leave people with a sour taste in their mouth as they would become bitter about McDonald's and stop going there with the mindset that McDonald's doesn't care about them so they will stop spending their money there.
Super Smash bros. Ultimate advert analysis:
This screenshot is taken from an advertisement for Super Smash bros. Ultimate. The text saying "EVERYONE IS HERE!" Implies the preferred reading that this new game is for old players of the Super Smash bros. series and for new players as they are adding all the old characters of previous games, this allows a new audience to be drawn to the series and maybe even buy older games to see how it has changed. The negotiated reading is that Nintendo cares about it's audience and listens to their feedback, and so they added old characters that were once thought to be never coming back to the series, this would make veterans of the series happy as their old favourite character is finally coming back - this is a smart move on Nintendo's side as it would cause more sales. The oppositional reading is that Nintendo simply doesn't care about who goes in and who doesn't and therefore just puts everyone back into the game for the sake of money, this would cause an audience to get bitter at Nintendo as they are making this game purely for the money and not because they care about the franchise as a whole.
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