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
– Passive Consumption : The slow forceful change of growing a belief or idea into someones thought process and perspective through media techniques.
– The Hypodermic Model : The telling of someone to do something and they follow the ‘command’.
– Harold Lasswell : Wrote Propaganda Technique in the World War in 1948. His theory was ‘the brew of subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission.’ Developed a linear model of communication.
– Lasswell’s Linear Model of Communication : Who (sender) > Says What (message) > Channel (medium) > To Whom (receiver) > With What Effect (Feedback)
– Two-Step Flow Model : The two-step flow model is the formation of opinions of products from the influence of opinion leaders.
– Active Consumption : This is an idea where the public engages with media communications.
Hypodermic model (passive consumption)
Media consumption was often traced back to Harold Lasswell. In 1972 he wrote Propaganda Technique in the World War. He spoke about individuals being influenced using the term ‘Injected’.
The Hypodermic model: Telling someone to do something and they listen through media.
Passive Consumption: The idea of people being drip fed an idea or belief to slowly change someone’s view on a subject over time through media.
in 1927 writer Harold Laswell who wrote the Propaganda Technique in the World War where he talks about a ‘brew of ‘subtle poison, which industrious men injected (passive consumption) into the veins of a staggering people until the smashing powers . . . knocked them into submission’’ this also relates to the hypodermic model where this subtle poison that is injected (passive consumption) to change the behavioural pattern within someone and changing them to be something different
I would have Tom Daley, Olympic diver, to endorse the product I am advertising as he is a part of the LGBTQ+ community and would fit the campaign attached to the product.
Hypodermic model (passive consumption)
Harold Lasswell was a key figure in the development of understanding how media is consumed. In 1927 he wrote Propaganda Technique in the World War which “highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’” – which effectively means, how did the leaders in the first world war convince civilians that war was worth fighting and that it was worth dying for?
Two Step Flow of Communication (active consumption)
At the same time Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received. As such, in 1948 he developed the Two Step Flow model of communication.
Approaches to audience theory will either adopt a QUANTITATIVE ie number based approach (so counting sales, audience figures, costs etc) OR QUALITATIVE (a more individual interpretative approach considering not how many, but why audiences consume or engage)
There are many different categories of people, as described by Young and Rubicam:
| RESEARCH PRODUCT 1 (Cristiano Ronaldo Shampoo) | RESEARCH PRODUCT 2 (Nivea Shampoo) | MY PRODUCT (Deodorant) | |
| Quantitative | Middle/upper class, 16-25 year old men, lots of disposable income, relatively decent education | Middle class, 16-50 year old men, fair disposable income, fair education | Lower/Middle class, 12-40 year old males, fair amount of disposable income, fair education |
| Qualitative | Mainstreamer, Aspirer | Mainstreamer, Reformed | Mainstreamer, Struggler |
Psychographic Profiles (Used to distinguish the different types of audiences and product customers):
The Explorer – motivated by the need for discovery.
The Resigned– motivated by survival needs.
The Aspirer – motivated by esteem/status needs.
The Mainstreamer – motivated by belonging needs.
The Reformer – motivated by enlightenment needs.
The Succeeder – motivated by the need for control.
The Struggler – motivated by escapism needs.
Textual analysis– brand (Killian) iconic sign of perfume, flowers and marshmallows.
Semiotic analysis- dominant signifier is also the iconic sign which is the perfume product itself. A symbolic sign could be the colour pink and marshmallows which gives a sweet and girly connotation which promotes the brand for women.
Representation analysis- reactionary representation for a women’s perfume. It is lying on a nest of petals to represent the romance and softness of the perfume and it is also surrounded by marshmallows and vanilla flowers which is a sweet scent and typically “girly”, connotating that if you use this product this is how you will be perceived. The petals show that the consumer will attract romance and maybe chivalry into their lives. The top of the lid and engraving is gold and that represents the expense and and a sense of sophistication that someone will possess if they buy this product.
Textual Analysis- brand (Chanel) iconic sign of perfume and ants.
Semiotic analysis- dominant signifier is also an iconic sign which is the perfume product itself. The picture also shows a trail of ants running towards the perfume. A symbolic sign could be the colour pink which gives a “girly” connotation promoting the brand for women.
Representation analysis– reactionary representation for a women’s perfume because it uses the colour pink which is seen as a female dominant colour. The perfume has been given the allusion of looking like a syrup like honey which gives the effect of a heavily sweet scent. the ants can be seen running towards the perfume which shows the strong attraction the perfume holds, making the consumer feel powerful and in control.
Textual analysis-Brand (Miss Dior )- iconic sign of perfume and a woman.
Semiotic analysis– Dominant signifier is a woman behind the perfume to show the hierarchy of what the audience should be focusing on. The symbolic sign of the bow in her hair and the bow around the bottle lid gives the impression that women who use this product will become like her (sexy, confident, maybe have the desired body type)_. The name of the brand is “Miss Dior” which roughly translates from French into English meaning “Miss Golden” giving the indexical sign that this perfume is associated with wealth.
Representation- reactionary representation for a women’s perfume as it uses the colour pink which connotates as a female dominant colour. It also uses a woman’s half naked top body to appeal to sexual attraction; women wanting to be considered or feel sexy. It also shows her as vulnerable which is a negative stereotype of femininity.
Textual analysis- brand (Jasmin Noir) iconic sign of woman and a lion.
Semiotic Analysis- Dominant signifier is a woman holding a huge version of the perfume to show the purpose of the advert. It also shows the significance of the perfume and its importance in a woman’s life. The perfume was placed in front of the woman’s breasts in a seductive manner to draw the attention of the viewer to the perfume. The iconic sign of a lion which is a dangerous, beautiful and rare animal gives the impression that women who use this product are bold and one of a kind, maybe wild and unattainable too. (sexy, and confident)
Representation- reactionary representation for a women’s perfume as it uses a woman with no clothing on which encourages the objectification of women and also appeals the male gaze; that women exist for male pleasure. It shows the illusion of “beauty and the beast” connotation that this perfume will attract a masculine man which encourages toxic masculinity and a negative stereotype of men. It also shows her as vulnerable which is a negative stereotype of femininity.
