| 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 |
Category Archives: Advertising
Filters
advertisement table
| Gucci Rush | Nivea Anti – Age cream | Maybelline fit me concealer | |
| Understanding self | Go to fragrance, of which can be purchased time and time again | Self care, look after skin | Makeup skill, preferences with your appearence |
| Enjoyment | Receive compliments on the fragrant smell, affordable but luxury | Feel confident, noticeable beauty | Confidence, easily applicable |
| Escapism | Creating an aroma around you of which smells of this luxurious fragrance | Hide true body development, preventing older features appearing | Hiding insecurities |
| Knowledge about the world | Floral fragrant, exotic taste in fragrance | n/a | n/a |
| Self confidence, self esteem | smell nice, give confidence | Remove wrinkles, make you look younger | hide insecurities, fresh look |
| Strengthen connections with family, friends | Present for family/ friends – positive reactions | n/a | n/a |
| Any other category or theme | n/a | n/a | n/a |
USES AND GRATIFICATIONS
| RESEARCH PRODUCT 1 (Coca cola) | RESEARCH PRODUCT 1 (Maybelline) | MY PRODUCT (Cera Ve) | |
| UNDERSTANDING SELF | How the lipstick will help you feel better about yourself and being a party person | Being known as a person who takes care of their skin well | |
| ENJOYMENT | Looks appealing and tastes good | Look good on a night out | Having a good routine |
| ESCAPISM | Able to relax and become someone else whilst drinking it | Feel like a different person with makeup on | Escape to a fluffy world |
| KNOWLEDGE ABOUT THE WORLD | See 1000’s of names some of which you may have never heard | How to improve skincare | |
| SELF CONFIDENCE, SELF ESTEEM | Having a bottle with your own name own would feel cool | Gives self-confidence as you can look prettier | People might like you better if you look presentable |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | You can buy a bottle for a friend/ family member | Could buy it as a gift or feel more able to spend time on a night out with friends | Family/ friends will give compliments |
| ANY OTHER CATEGORY OR THEME |
Uses and gratifications
| GO NATURAL NATURAL INFUSIONS CHERRY ADVERT. | PHILOROMA COCKTAIL MASK | MY OWN PRODUCT- ANTI AGING/WRINKLE CREAM | |
| UNDERSTANDING SELF | n/a | n/a | n/a |
| ENJOYMENT | “voted best tasting by the beverage tasting institute” you will love the taste of this. | Special offer, enticing you to buy and happily save money. | You look youthful again and more confident. |
| ESCAPISM | Tastes exactly like cherry’s, as represented by the advert. | Flowers shown on advert, connotations to a more pure life | n/a |
| KNOWLEDGE ABOUT THE WORLD | “go natural” tries to make people think that its more nature friendly. | n/a | Show’s a lot about beauty standards in the world. |
| SELF CONFIDENCE, SELF ESTEEM | The girls in the magazine are heavily photoshopped, buy the drink- look like them. | The girl in the magazine has been photoshopped to have insanely smooth skin and therefor if you buy you will look beautiful. | Look young and beautiful again. |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | n/a | You could buy this for anyone in your family! | Buy this for your granny but she might get mad. |
| ANY OTHER CATEGORY OR THEME | n/a | n/a | n/a |
advertisements table
Audience theory
The person I would have representing my product would be Olivia Roderigo.
my advertisment lasswell
audience theory
Hypodermic model (passive consumption of media)
Harold Laswell wrote “Propaganda Technique in the world” in 1927. which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people
For example buy lynx:
who – Sold to men.
Says what – Do you want to smell good?,
Channel – Shown on tv or media, and shown with bright lights to make it appear more presentable and premium.
To Whom – Men.
With what effect – To smell good, get people to buy more and familiarise people with the product.
advertising perfume
Audience THEORY
