| 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 |
Category Archives: Audience
Filters
Maslow’s Heirarchy of Needs
| RESEARCH PRODUCT 1 (Nivea) | RESEARCH PRODUCT 2 (Clear) | MY PRODUCT | |
| UNDERSTANDING SELF | Pointing at head to show that he understands | 90% natural origin might help you understand that you are helping the environment | |
| ENJOYMENT | Both seem to be smiling and giving off a sense of enjoyment | ||
| ESCAPISM | Gives people an escape from reality by making people think they are going to get that | ||
| KNOWLEDGE ABOUT THE WORLD | Brand is called clear as if to say you are clear about yourself | Tells you what ingredients are in the product to give a sense of knowledge | |
| SELF CONFIDENCE, SELF ESTEEM | He stares with confidence into the camera | Gives you confidence in what you are using on your hair | |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | Strengthen relationships with your girlfriend / wife | ||
| ANY OTHER CATEGORY OR THEME | The theme of “power” if you use the product | The theme of you changing the environment and being natural |
Audience theory
The person I would have representing my product would be Olivia Roderigo.
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.
Audience THEORY
Audience Theory EXAMPLE
For Example,
WHO would be Gillette,
The MESSAGE would be that you should buy gillette razors instead of alternatives,
The CHANNEL would be through advertisements – on tv, in magazines, online etc.
The RECIEVER would be men,
The EFFECT would be that gillette makes more sales of razors
AUDIENCE: THEORIES AND APPROACHES.
Two Step Flow of Communication (active consumption)
Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received.
Two-Step Flow: – The two-step flow of communication model says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media.
Active consumption: The idea that people engage with the media, causing them to purchase the product.
Lasswells model – my product
WHO? Versace
SAYS WHAT? If you buy this perfume you can feel elegant as if you were going on a night out as it is less of a sweet everyday scent
CHANNEL A television advertisement
TO WHOM? Women who want to smell good and feel good
WITH WHAT EFFECT? To sell the perfume
Audience Theories
- Mass media increase after the Second World War
- Passive consumption arose (Hyperdermic Model) which is a direct way of getting someone to do something.
- The ‘Two step Flow of communication‘ = Introduces the theory that if an Opinion Leader is convinced by the media about something (a product), the mass audience will be convinced very quickly like sheep, we follow.
component of lasswells model
