7. Or..... You may think that big macs do taste good, but I’ll only have them every now and again
8. So here we have three separate readings of that one advert
9. The preferred o r dominant reading is the reading media producers hope audiences will take from the text.
10. The audience may reject the preferred reading, receiving their own alternative message. This is an opposition reading .
11. Negotiated reading is when audiences acknowledge the preferred reading, but modify it to suit their own values and opinions – a compromise.
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16. Sample Question “ Media texts will never be successful unless they are carefully constructed to target established audience needs or desires.” Evaluate the ways that you constructed your media text to target a specific audience.
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