Embedded Files
Outcomes
Outline the characteristics of multiple audience theories.
Examine the ways in which audience theories can be considered in print, social media, TV and field advertising.
Recap hierarchy of needs and why/ how it is used in advertising
Recap hierarchy of needs and why/ how it is used in advertising
The Hypodermic Needle Model
The Hypodermic Needle Model
Traditionally seen as an outdated theory, the model suggests that media producers inject the mind of its audience, key messages that they expect them to believe. This was more relevant in the days prior to the digital boom of the late 20th century, where people can fact check and source further information at the touch of a button.
Active - An active audience is literate in the world of mass media. They would suspend their disbelief when watching a film and always question authenticity and the purposes behind media products.
Passive - A passive audience member would take what they see quite literally and put all of their trust in the media to be truthful.
This is undoubtedly an example of the hypodermic needle in practice in modern Britain.
Two-Step Flow Model
Two-Step Flow Model
The two-step flow model also indicates a sense of passiveness in audiences. It simply suggests that audiences are more likely to listen to 'opinion leaders' when consuming the media. If you imagine, this is a slightly progression from the hypodermic needle model. It does recognise that audiences are becoming more active though.
Uses and Gratifications Theory
Uses and Gratifications Theory
This theory provides a platform to see what audiences do with their media consumption (uses) and how it impacts them (gratifications). The model implies that audiences take on a full active role in their consumption. Audiences have four uses and gratifications. They are:
Entertainment – diversion or escape from day-to-day routines.
Relationships – where they use the ‘text’ to form relationships with others, e.g. online communities, discussion with friends.
Information – learning about the world, learning new things.
Identity – where the ‘text’ helps you to identify with something and to reinforce your own values.
Reception Theory
Reception Theory
Essentially, Stuart Hall suggests that media producers encode messages and meanings in their products. The audience then decodes said messages. Messages can be interpreted by audiences in three distinct ways. They are:
Preferred Reading - The audience would agree with the encodes messages from the producers. They would accept the dominant reading.
Oppositional Reading- the viewer completely rejects the intended message and instead proposes a new, resistant reading.
Negotiated Reading - An audience member would recognise both sides of the argument, meeting somewhere in the middle of both a preferred reading and oppositional reading.
Task - Theory Application
Task - Theory Application
Your task is to explore the four audience theories in relation to a particular advert. By the end of the discussion you should select the most appropriate audience theory, or specific point within a theory, and explain why. Some questions to help structure your discussion are below.
Hypodermic Needle
Is the audience active?
Is the audience passive?
What is the advert trying to persuade?
2-Step Flow Theory
Does the advert employ an opinion leader?
How is this method of advertising conveyed?
What are the producers advertising?
Uses and Gratification
Is the advert's sole purpose to entertain?
Will it enable people to forge relationships?
What learning/ exploring of the world around us is shown?
Does it reinforce people's identities?
Reception Theory
What is the preferred reading?
What is the oppositional reading?
What is the negotiated reading?
Methods of Advertisement
Methods of Advertisement
Print Media
Print Media
What it is: Static ads in magazines, newspapers, flyers, banners and billboards. Often includes strong visuals and catchy slogans.
Purpose: Quickly communicates the product’s value and appeals to target demographics.
Examples in magazines, flyers and newspapers which can be printed and posted to consumers.
Broadcast Media
Broadcast Media
What it is: Video ads on television or online platforms (YouTube, streaming services) showcasing the product’s benefits and features.
Purpose: Reaches a broad audience with engaging visuals and storytelling.
Examples in TV Advertisements run longer than social media adverts and have a time slot in the TV channel
Social Media
Social Media
What it is: Using social media platforms to promote products through posts, stories, challenges, or influencer endorsements.
Purpose: Reaches younger audiences, encourages direct interaction and sharing.
Examples from social media, using interactive and shorter advertisements
Field Marketing
Field Marketing
What it is: Creating immersive experiences that allow customers to engage with a product in person (e.g., product demos, pop-up shops).
Purpose: Builds direct relationships with consumers, creating memorable experiences.
Examples from pop up 'shops' which offer discounts or freebies when customers engage or purchase something from the pop up
Page updated
Report abuse