Games Cover
Uses and Gratifications
| RESEARCH PRODUCT 1 (NAME) | RESEARCH PRODUCT 2 (NAME) | MY PRODUCT | |
| UNDERSTANDING SELF | audience can be wild and free like the model bold lipstick makes | audience can be confident like the model | promotes confidence |
| ENJOYMENT | model is smiling- you will feel happy and confident within yourself if you buy this product | model looks high class and her makeup is perfect. she looks classy because of her makeup | happy eye- smiling (although it’s only a picture of her eye) |
| ESCAPISM | ‘wild’- free also enjoys herself | discovering self and escaping normal life to feel confident and sexy with the eye makeup- enjoys it because she feels confident | captioned with something relating to escapism |
| KNOWLEDGE ABOUT THE WORLD | |||
| SELF CONFIDENCE, SELF ESTEEM | ‘wild to the max’, pretty, bright eyes | clear skin, | clear skin, photoshopped, bright eyes |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | intimate- the camera is close to her face independent- she’s on her own | the model looks like she has a family as she is dressed and made-up in a elegant and classy way | |
| ANY OTHER CATEGORY OR THEME |
Product 1:
Product 2:
uses and gratification
| research product 1 (d&g light blue) | research product 2 (chanel No. 5) | my product (Versace Crystal Noir) | |
| understanding self | creative and arty, strange movements but looks clean | ||
| enjoyment | on holiday in a pretty place and smells nice with a partner also | having fun with placement of perfume | |
| escapism | Mediterranean setting which looks like a place to relax on holiday | can be who she wants | |
| knowledge about the world | wanting to know where they are | ||
| self confidence, self esteem | will feel good about herself | feeling clean so looks good, feeling confident as she has bold red lip | |
| strengthen connections with family and/or friends | male with female suggests a close relationship as they are touching skin | ||
| any other category or theme |
| RESEARCH PRODUCT 1 (mac) | RESEARCH PRODUCT 2 (lynx) | RESEARCH PRODUCT 3 (henry hoover) | |
| UNDERSTANDING SELF | lipstick to change your lips | deodorant to smell better | cleans your house and has a face |
| ENJOYMENT | |||
| ESCAPISM | |||
| KNOWLEDGE ABOUT THE WORLD | |||
| SELF CONFIDENCE, SELF ESTEEM | |||
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | |||
| ANY OTHER CATEGORY OR THEME |
Uses and Gratification Advertising Table
| RESEARCH PRODUCT 1 (Cristiano Ronaldo Shampoo) | RESEARCH PRODUCT 2 (Nivea Shampoo) | MY PRODUCT (Deodorant) | |
| UNDERSTANDING SELF | Shows you that you can smell and appear more likeable/attractive to others. | Reveals to you that you can become someone who takes care of yourself. | |
| ENJOYMENT | Person is smiling and confident – seems happy. | Character using the product is smiling and seems to be enjoying the use. | Advert depicts someone who is taking pride in using the product. |
| ESCAPISM | You can escape worries about your appearance with the product. | ||
| KNOWLEDGE ABOUT THE WORLD | Makes you wonder about what Cristiano Ronaldo gets up to. | ||
| SELF CONFIDENCE, SELF ESTEEM | Dominant signifier appears bold and confident, gives a role model. | Feel more connected to who you want to be. | |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | You could show the product to others you know and they might recognise the celebrity on it and you could talk about it. | You could recommend the product to other people. | You can be confident and have minimal self-conscious worries around people. |
| ANY OTHER CATEGORY OR THEME | Expensive and symbolises positive people. | May be easy to use and offer longer term effects. |
| research product 1 (body spray) | research product 2 (lipstick) | my product (mascara) | |
| understanding self | Knowing that you smell nice | Part of makeup routine | Part of your routine for makeup |
| enjoyment | People telling you that you smell nice | Having noticeable and bold lips | The satisfaction of having nice lashes |
| escapism | Could remind you of events | Reminds you of your mum using it when you were young | Looking bold |
| knowledge about the world | Different smells that you don’t recognise | Famous people have worn the same lipstick | Models around the world promote the product |
| self confidence/esteem | The knowledge of smelling nice can make you feel good | Can make you feel good that one of your facial features stand out | Feel good about yourself |
| strengthen connections with friends/family | Could share with family or friends or buy them it as a present | Could give as a gift | Letting your friends use it or using it with them |
| any other category or theme | – | – | – |
| research product one ( chanel perfume) | research product two ( mascara) | my product ( dior perfume) | |
| UNDERSTANDING SELF | smelling nice at all times, having a scent to rely on and a signature scent. | part of your makeup routine | smelling nice at all times, having a scent to rely on and a signature scent. |
| ENJOYMENT | receiving compliments. | satisfying when applying | receiving compliments. |
| ESCAPISM | scent could take you back to a moment, place or time. | looking bold. | scent could take you back to a moment, place or time. |
| KNOWLEDGE ABOUT THE WORLD | flavours you’ve never smelt before. | models from around the world promoting the product and seeing more of their country in the advert. | flavours you’ve never smelt before. |
| SELF CONFIDENCE, SELF-ESTEEM | helps your appearance. confidence in yourself knowing you smell good . | feel pretty. | helps your appearance. confidence in yourself knowing you smell good . |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | potential gifts for family and friends. | doing your friends makeup. | potential gifts for family and friends. |
| ANY OTHER CATAGORY OR THEME | – | – | – |
Uses and Gratification
| RESEARCH PRODUCT 1 (Calvin Klein Defy) | RESEARCH PRODUCT 2 (‘This is an ad for men’ L’Oreal Paris) | MY PRODUCT (Lynx) | |
| UNDERSTANDING SELF | Choose how you want to smell | Choose how you want to look | Choose how you want to smell |
| ENJOYMENT | Usually used on a special occasion | Usually used on a special occasion | |
| ESCAPISM | possibly could be able to feel like someone else | ||
| KNOWLEDGE ABOUT THE WORLD | |||
| SELF CONFIDENCE, SELF ESTEEM | smelling good boosts a persons self esteem and or confidence. | looking the way you want to will boost esteem and confidence | smelling good boosts a persons self esteem and or confidence. |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | |||
| ANY OTHER CATEGORY OR THEME | May be expensive. | The brand indicates a premium quality which implies a high price tag | Low price tag due to the target demographic |
posters
USES AND GRATIFICATION
| RESEARCH PRODUCT 1 (Hugo boss 2010 man of the year) | RESEARCH PRODUCT 2 (007 after shave) | MY OWN PRODUCT (paul smith – london) | |
| UNDERSTANDING SELF | |||
| ESCAPISM | wow he can be man of the year just because of after shave | I can be just like James bond if I wear this | |
| KNOWLEDGE ABOUT THE WORLD | the man of the year in 2010 was Ryan Reynolds a actor/comedian big influencer | 007 is a character who is with in a secret service and has a thrilling life | |
| SELF CONFIDENCE,SELF ESTEEM | boosts the self esteem thinking that the confidence will be placed within you when you wear it | ||
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | |||
| ANY OTHER CATAGORY THEME | |||