Sam Howard - Media theories
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Transcript of Sam Howard - Media theories
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Media Theories
By Sam Howard
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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?
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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
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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.