| RESEARCH PRODUCT 1 (girl with lion- jasmin noir) | RESEARCH PRODUCT 2 (dolce and Gabbana) | MY PRODUCT | |
| UNDERSTANDING SELF | It briefly explains the idea of the product. | N/A | That anyone can use this product no matter of who they are, its about who they want to be. |
| ENJOYMENT | Enjoyed by people who desire feeling powerful because it helps their self-esteem and makes them feel successful. | It could be enjoyed by people who are spontaneous and live life by making the most out of it. Or maybe the exact opposite. People who are stuck in their day- to -day life and want something different. | It will be used for people who like a good time out, people who are considered wealthy and luxurious. Not necessarily in money but people who are expensive in a metaphorical way. |
| ESCAPISM | She seems fun. Someone people are drawn to and want to be around, they also aspire to be her. | Influences people to associate with holidays when they see this perfume. Making them believe that it’ll feel like they’re on holiday. Leading them to crave this product like they would with aw holiday. | Influences people to think of their desires to achieve or have a break with the perfume. A perfume to use for special occasions, nights you consider your best. |
| KNOWLEDGE ABOUT THE WORLD | she’s with a lion which typically comes from Africa, could influence people to think that she’s knowledgeable or more mature and encourage them to be like her. | The couple are in a sunny location alluding to “paradise” connotating the scent and the feel the perfume will enhance when being used. | N/A |
| SELF CONFIDENCE, SELF-ESTEEM | makes people feel powerful and fierce to be with a lion. Also making people feel more attractive if they were to wear this perfume. | Buying this perfume will enhance your self-esteem as you will become more attractive; this links to the theory of Laura Mulvey of the “Male Gaze”. They use the woman’s and man’s body in a seductive manner to appeal to the consumer of the product. | Learning how to embrace yourself and encouraging you to break the gender norms. |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | Its makes her seem more sexy because the lion and her are lying next to each other, making her seem bold and confident. The girl that everybody wants to date or be friends with. Inspiring people to become bold. | The advert is of a couple sat on what looks like a surf board on a paradise island- the effect of this shows that the perfume will bring people together and maybe even help someone find an exotic romance playing on the fantasy of falling in love with someone from another country. It also shows that by using this perfume it will make you more attractive and likely to have a partner. Others will be drawn to you as you will be a “breath of fresh air.” | N/A |
Laswell’s Model
| 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 |