Media TheoriesMarcelina Zwegrodzka

The Uses and Gratifications Theory

This theory centres around what you, as the audience, do with the media. Whenever we choose a form of media, it is said that it has to fulfil one of the following factors:

Identity - the aspiration to become someone else or when role models reflect similar values to yours.

Education - the need to acquire new information, understanding and knowledge and to educate yourself on certain topics.

Entertainment - media sources are of course used as entertainment and as a form of escapism from the real world.

Social Interaction - media can also be used to communicate with other people from around the world; and can begin debates on certain topics.

How Do These Factors Relate To Advertising?

Identity - a lot of advertisements present their audience with ways to change their identity. Whether it’s new clothing items, makeup or even cars; adverts can persuade anyone to change their behaviour and choices. The use of celebrities can have a better effect, and so many are now seen in everyday advertisements.

Education - advertising can be used by many as a source of information, such as searching for product discounts or special offers in shops. These adverts may appear in many forms, including in print, television and radio. They often encourage people to purchase products or to try new things.

Entertainment - most television programmes or films are interrupted by adverts, some of which are also designed to entertain. The funnier an advert is, the more people will pay attention to it - this can of course lead to higher profits and a larger awareness of certain products.

Social Interaction - companies can choose to advertise their different forms of communication, therefore persuading the audience to keep in touch with others. For example, links to Twitter or Facebook profiles can be seen in most forms of advertisements - they can be promoted on the radio, television and in print.

Maslow’s Hierarchy of Needs

Maslow developed a theory which states that people desire to achieve certain goals in life, and once one is achieved, they move on to the next.

The image on the right displays a model of the Hierarchy of Needs - a person needs to satisfy the needs of the lower levels first, before moving higher up the pyramid.

Producers often aim to create advertisements which fit in with Maslow’s Hierarchy of Needs. For example, an advert can be used to inform the audience of different types of food available in a supermarket, therefore fulfilling a part of the Physiological level. As well as this, advertisements can be used to boost a person’s confidence and self esteem - this would fulfil a part of the Esteem level in Maslow’s theory.