•The hierarchy of needs theory states that
humans have 5 different stages
and once some gets all stages complete they are at full fulifemt in
life.
•Physiological -
food, water
Safety - shelter, good health
Love/Belonging - family, friends
Esteem - achievement, confidence
Self-actualization - morals, creativity
Certain advertisements may appeal to different stages of the needs pyramid. An advert for asda may appeal to the physiological stage its for food and drink are needed for survival. An advert for general well being tablets could be link to good health. Adverts that show a social lifestyle eg when there all play a game together they seem to link to the love and belonging Adverts featuring bold statements of personality such as models posing may appeal to the esteem tier as it shows confidence. Finally, charity adverts may appeal to the self-actualization stage as it appeals to a person's sense of morals.
Safety - shelter, good health
Love/Belonging - family, friends
Esteem - achievement, confidence
Self-actualization - morals, creativity
Certain advertisements may appeal to different stages of the needs pyramid. An advert for asda may appeal to the physiological stage its for food and drink are needed for survival. An advert for general well being tablets could be link to good health. Adverts that show a social lifestyle eg when there all play a game together they seem to link to the love and belonging Adverts featuring bold statements of personality such as models posing may appeal to the esteem tier as it shows confidence. Finally, charity adverts may appeal to the self-actualization stage as it appeals to a person's sense of morals.
Uses and Gratifications theory
•things that are in this theory-
Entertainment - for enjoyment
Diversion - to escape from everyday life
Personal relationships – connecting with others
Surveillance - to gain knowledge
This theory is relevant to advertising as an advert is also a media product, so must satisfy certain uses. The most obvious one would be surveillance since most advertisements are designed to give the audience information about the product/service so that they have more knowledge in order to make a purchase/decision. However, some adverts do not give a lot of information, the use may be entertainment since the adverts are designed to funny rather than informative. the adverts may be used for diversion since some are not at all realistic.
Entertainment - for enjoyment
Diversion - to escape from everyday life
Personal relationships – connecting with others
Surveillance - to gain knowledge
This theory is relevant to advertising as an advert is also a media product, so must satisfy certain uses. The most obvious one would be surveillance since most advertisements are designed to give the audience information about the product/service so that they have more knowledge in order to make a purchase/decision. However, some adverts do not give a lot of information, the use may be entertainment since the adverts are designed to funny rather than informative. the adverts may be used for diversion since some are not at all realistic.
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