Laswell’s Model
Monthly Archives: November 2021
Filters
| research product one (mascara) | research product two (lip balm) | my product (perfume) | |
| understanding self | part of your makeup routine | self care. | smelling nice at all times, having a scent to rely on and a signature scent. |
| enjoyment | satisfying when applying. | freshly balmed lips instead of dry cracked lips. | receiving compliments. |
| escapism | looking bold. | could have used it when you were younger and reminded you of that time. | scent could take you back to a moment, place or time. |
| knowledge about the world | models from around the world promoting the product and seeing more of their country in the advert. | can be made in a country you haven’t heard of. | flavours you’ve never smelt before. |
| self confidence, self esteem | feel pretty. | having soft lips instead of chapped helps your appearance. | confidence in yourself knowing you smell good . |
| strengthen connections with friends or family | doing your friends makeup. | could be getting questions on the product so they ask you to buy for them for certain occasions. | potential gifts for family and friends. |
| any other category or theme | – | – | – |
Advertisement table
| RESEARCH PRODUCT 1 (Maybelline lash sensational) | RESEARCH PRODUCT 2 (YSL foundation) | MY PRODUCT (Chanel no.5 perfume) | |
| Understanding self | Makes your eyelashes stand out, you can wear it anywhere | Hides acne and pores and makes your skin look good | Makes you smell good, can wear anywhere and anytime |
| Enjoyment | makes your eyes stand out and eyelashes long | wearing it whilst going out to boost confidence | |
| Escapism | The smell of the perfume makes you feel luxurious | ||
| Knowledge about the world | The models eyelashes look | The model on the advert looks confident | |
| self-confidence, self esteem | Hides blemishes and makes you feel confident | You smell good all the time knowing you are wearing expensive perfume | |
| strengthen connections with family and/or friends | Feel confident whilst taking photos with your friends | female family members can borrow it sometimes | |
| any other category |
USES AND GRATIFICATIONS
| RESEARCH PRODUCT 1 (eternity calvin klein) | RESEARCH PRODUCT 2 (dyson vacuum) | MY PRODUCT (sunglasses) | |
| UNDERSTANDING SELF | a fragrance that attracts woman | a vacuum that sucks but in a good way | protects your eyes from the sun |
| ENJOYMENT | receive compliments on your good smell | you can feel happy after your house is clean | typically worn when going out |
| ESCAPISM | hides your body odour | hides dirt which you may of felt trapped in | gives you better vision on a sunny day |
| KNOWLEDGE ABOUT THE WORLD | stereotype that woman will be instantly attracted to you | ||
| SELF CONFIDENCE, SELF ESTEEM | you can feel confident about your good smell | the hoover makes you feel confident and boosts your self – esteem due to how clean your house is | can make you feel more confident about your looks |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | can be given as a present to friends or family | can make your family and friends come round more often because of the clean house | could be given as a present to family or friends |
| ANY OTHER CATEGORY OR THEME |
USES AND GRATIFICATIONS
| RESEARCH PRODUCT 1 (EOS Lip Balm) | RESEARCH PRODUCT 2 (Vogue Lip Stick) | MY PRODUCT (Vaseline) | |
| UNDERSTANDING SELF | Understanding how lip balms can help and keep your lips moisturised, prevent your lips being dry. | Understanding that anyone can wear makeup regardless of gender, sexuality, race etc. | LGBTQ+ representation could allow you to accept your own identity because it is being supported by influential brands. |
| ENJOYMENT | Allows you to try different products, getting new products from shop can be satisfying and enjoyable. | You may get enjoyment from using makeup as it is a medium of self expression. | The advert will include lots of colour and a representation of the pride campaign – can be enjoyable |
| ESCAPISM | You may have an interest in using skincare/beauty which helps you to escape from reality. | Escapism from lack of self expression in real life | Being represented in media allows you to escape from lack of representation in reality. |
| KNOWLEDGE ABOUT THE WORLD | N/A | Global stereotype that only women can use makeup | N/A |
| SELF CONFIDENCE, SELF ESTEEM | Model is confident in her skin. Confidence = better self esteem, keeps you happy. Implying that using product gives you confidence | Model is confident whilst wearing makeup. Makeup could mask his true lack of confidence | Being comfortable and seeing your identity representation can bring about more self confidence and higher self esteem |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | Model is confident meaning that she can build stronger relationships with friends. | N/A | N/A |
Research Product 1 
Research Product 2 
My Product
Uses and Gratification Table
| Research Product 1 [Maybelline Eyeliner] | Research Product 2 [Nivea Lip balm] | My product | |
| Understanding Self | Let’s you appear nice for other people/for yourself. | Understanding fundamental reasons why it’s good to keep your lips moisturised. | Allows you to choose how you want to appear. |
| Enjoyment | You can do different styles with it, let’s your creativity flow. Typically worn when going out. | Keeps your lips healthy. | Allows creativity. |
| Escapism | Model is out and about to indicate you usually wear it out. | Escape reality by having an interest in health and skin care. | Usually worn out- allows you to escape from boredom. |
| Knowledge about the world | ‘Life is better with eyeliner’ | ‘You need lip balm to keep your lips healthy’ | N/A |
| Self confidence, Self esteem | Model is extremely confident and looks like she’s having fun. | Model is happy, showing off ‘luscious lips’ created by the lip balm. | Typically worn to boost confidence and self esteem. |
| Strengthen connections with family and/or friends | N/A | N/A | N/A |
| Any other category/theme | Usually on the more expensive side. | Usually on the less expensive side. | Can bee seen as cheap and expensive. |
Gratification Table
| CHANEL PERFUME | DIOR PERFUME | SWAROVSKI BRACELET | |
| UNDERSTANDING SELF | Can discover a persons personal scent/personal identity. | Can discover a persons personal scent/personal identity. | Understanding what sort of bracelets suit your person. |
| ENJOYMENT | Feel happy with the aura that you give off. | Feel happy with the aura that you give off. | Once bought you get a feeling of happiness. |
| ESCAPISM | N/A | N/A | N/A |
| KNOWLEDGE OF THE WORLD | N/A | N/A | N/A |
| SELF CONFIDENCE / SELF ESTEEM | Gives a aura of the perfume behind you and feel like you smell good. | Gives a aura of the perfume behind you and feel like you smell good. | Can feel expensive or have a sense of wealth. |
| STRENGTHEN CONNECTIONS WITH FRIENDS | They can be bought for friends/family or partners as a gift and can strength their bonds. | They can be bought for friends/family or partners as a gift and can strength their bonds. | They can be bought for friends/family or partners as a gift and can strength their bonds. |
| ANY OTHER CATEGORY OR THEME | N/A | N/A | N/A |
Uses and Gratifications
| Research product 1: Nivea Shaving cream | Research product 2: Jimmy Choo Man After shave | My product: Protein powder | |
| Understanding self | Helps you discover the facial hair look you’d like | Helps you discover what scent suits you best | Helps you understand your body’s needs and what you want your body to look like |
| Enjoyment | Being clean shaven | Gaining enjoyment in smelling good for women | Enjoyment out of becoming more physically fit and strong, as well as looking more attractive to others |
| Escapism | Escape issues and worry about self-improving and living a better healthy lifestyle | ||
| Knowledge about the world | |||
| Self confidence, self esteem | Confidence knowing you are nicely shaved or cut | Confidence in smelling good | Confidence in physical and mental well-being |
| Strengthen connections with family and/or friends | Can be a widely excepted gift for family or friends with facial hair | Can be bought as a gift in many occasions for family and/or friends | Can be also bought as gift or you can help family or friends with heavy lifting or other hard tasks |
| Any other category or theme | Gaining greater social gratitude and appreciation due to smelling better |
| RESEARCH PRODUCT 1 (Foundation) | RESEARCH PRODUCT 2 (Highlighter) | MY PRODUCT (Lipgloss) | |
| UNDERSTANDING SELF | |||
| ENJOYMENT | Can find your perfect shade as they have a large range of colours. | ||
| ESCAPISM | |||
| KNOWLEDGE ABOUT THE WORLD | |||
| SELF CONFIDENCE, SELF ESTEEM | Buyer will feel more confident and have a good self esteem. | Model looks confident and glowy. Makes them want to buy the product and feel more confident. | |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | Has different shades so everyone can get one. | Product comes with a few different colours, can share with family depending on their preference | |
| ANY OTHER CATEGORY OR THEME |
| RESEARCH PRODUCT 1 Gillette Razors | RESEARCH PRODUCT 2 Aftershave | MY PRODUCT Deodorant | |
| UNDERSTANDING SELF | lets you choose how you want to look for other people. | Choose how you want to smell. | Choose if you want to smell. |
| ENJOYMENT | N/A | Typically worn when going out. | Allows you to sweat less. |
| ESCAPISM | N/A | N/A | N/A |
| KNOWLEDGE ABOUT THE WORLD | N/A | N/A | N/A |
| SELF CONFIDENCE, SELF ESTEEM | Shaving your beard or moustache to make yourself look different which could give more confidence. | to make yourself smell nice for other people, which could boost your confidence. | Helps you not to smell bad and sweat. Makes you smell better. |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | N/A | N/A | N/A |
| ANY OTHER CATEGORY OR THEME | Could have a modest price range. | Can be quite expensive. | fairly cheap. |