Reception Theory:

1. The preferred reading of a media text is the message or ideology / belief the producers want the audience to believe.

2. The oppositional reading of a media text is when the consumer takes away an opposite message or belief different to what the producers intended.

3. The Harry Brown trailer positions the audiences to respond to the teenage characters as violent and dishonest because of it is how they were portrayed in south London.

4. Young people may reject this reading because not all children in south London are into gang violence and selling drugs. Therefore, some may agree and disagree due to their preferred or counter reading.

5. First, the preferred reading of the McDonald's advert would be the intended message by the advertisers. They probably want to promote their food as delicious, affordable, and a great option for quick meals. They might also aim to create a positive and enjoyable experience for customers.

Next, the negotiated reading is where viewers interpret the advert based on their own experiences and values. Some people might see the advert as a convenient option for busy individuals, while others might focus on the nutritional value of the food.

Lastly, the oppositional reading is when viewers interpret the advert in a way that challenges or disagrees with the intended message. Some people might criticize the advert for promoting unhealthy food choices or contributing to the fast-food industry's negative impact on the environment.

These readings can vary from person to person, and it's important to consider different perspectives when analyzing an advert.