Media Theories

By Sam Howard

In 1948 Lasswell suggested that media texts had the following functions for individuals and society: surveillance correlation entertainment cultural transmission

Researchers Bulmer and Katz expanded this theory and published their own in 1974, stating that individuals might choose and use a text for the following purposes: Diversion - escape from everyday problems and routine. Personal Relationships - using the media for emotional and other interaction,

e.g.) substituting soap operas for family life Personal Identity - finding yourself reflected in texts, learning behavior and

values from texts Surveillance - Information which could be useful for living e.g.) weather reports,

financial news, holiday bargains

Uses And Gratifications. What Is it?

All of these theories can be implemented into advertising easily as advertising is a media that has a large target audience. For example: Diversion – An advert can allow the consumer to escape

from everyday problems. E.g. The Duck Freederm advert. Personal Relationships – The advert can be used for

emotional and other interaction. E.g. The Old Spice Advert Personal Identity – An ad could end up with the

consumer finding themselves reflected in texts, learning behavior and value. E.g. The Road Safety Advert.

Surveillance – An advert can also provide information which could be useful for living. E.g. The NSPCC Advert.

Uses And Gratifications In Advertising

Maslow's Hierarchy Of

NeedsThis theory suggests the importance of human needs, in order. This could be used in advertising to categorize an advert into a specific tier of needs. Many advertisers could try and fit their advert into a tier that everyone either wants or needs, maybe even in all the tiers, to appeal to a larger audience therefore leading to larger profits.