2.3.4
Theories & Principles
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The AIDA Principle and Maslow’s Hierarchy of Needs
The AIDA Principle and Maslow’s Hierarchy of Needs are both strategies for attracting an audience in advertising.
Viral marketing
- Advertisers increasingly use viral marketing via social media and the internet to directly target products on consumers based on things like their search history or online profile.
The AIDA Principle
- Another common strategy for attracting an audience in advertising is the AIDA principle which refers to:
- Attention
- Interest
- Desire
- Action
Maslow’s Hierarchy of Needs
- Often advertisers will try and appeal to our basic needs as identified by Maslow.
- These include:
- Physiological needs - food, water, sleep, air etc.
- Safety needs - insurance, property, employment.
Maslow’s Hierarchy of Needs cont.
- Love/belonging needs - friendships, family, sexual relationships.
- Esteem needs - self esteem, confidence, respect.
- Self actualisation - problem solving, acceptance of facts, creativity, morality.
Uses and Gratifications Theory: Blumler and Katz
Uses and Gratifications Theory suggests that audiences actively use the media for specific reasons.
Information
- Some media products are used to find out information about the world.
- E.g. news and documentaries.
- But public health and charity adverts may also provide information about the world that audiences may find beneficial.
Personal identity
- Often we can identify with characters or situations we experience through the media.
- Therefore media producers try and use this to attract audiences.
- Advertisers will also often use techniques to try and make you identify with the models/actors and even aspire to be like them.
Social interaction
- Some media products can generate discussion and debate and can help people form common bonds based on similar interests.
- Examples of this in advertising may be adverts like the John Lewis Christmas adverts.
Entertainment/diversion
- Some media products provide a sort of escapism from everyday life and divert our attention away from real-life issues.
Reception Theory: Stuart Hall
Stuart Hall’s Reception Theory states that advertisers will use a range of techniques to try and position the audience to guide them to the preferred reading.
Psychographics
- Advertisers will often categorise audiences based on their psychographic profile which is based on personality traits.
- This includes categories such as:
- Mainstreamers (people who go along with what is most popular).
- Aspirers (people who will buy products that make them ‘better’ people).
- Individualists (those who like to be different).
Stuart Hall’s Reception Theory
- This states that advertisers will use a range of techniques to try and position the audience to guide them to the preferred reading.
- It is important to identify any ways in which a negotiated or oppositional reading might be taken of an advert.
1Overview
1.1Media Language
1.3Representation
2Component 1: Section A
2.1Magazines - Vogue
2.2Magazines - GQ
2.3Advertising & Marketing
2.4Print Advertisements - Quality Street
2.5Print Advertisements - (2026 Exams) This Girl Can
2.6Print Advertisements - (2027 Exams) NHS 111
2.7Film Posters (Marketing)
2.8Film - No Time To Die
2.9Newspapers
2.11The Guardian
2.12(2028 Exams) The Sun
2.13(2028 Exams) The Guardian
3Component 1: Section B
3.1Video Games
3.2Video Games - Fortnite
3.4Radio
3.5Radio - The Archers
3.6(2027 Exams) Radio - Desert Island Discs
4Component 2: Section A
4.1Television
4.3Sitcom - Modern Family
4.4Sitcom - Man Like Mobeen
4.5(2026 Exams) Luther
5Component 2: Section B
5.1Music Video
5.2Lizzo - 'Good as Hell'
5.3Taylor Swift - 'The Man'
5.4Stormzy - 'Superheroes'
5.5Justin Bieber - 'Intentions'
5.6TLC - 'Waterfalls'
5.7Duran Duran - 'Rio'
5.8Online Media - Lizzo
5.9Online Media - Taylor Swift
5.10Online Media - Stormzy
Jump to other topics
1Overview
1.1Media Language
1.3Representation
2Component 1: Section A
2.1Magazines - Vogue
2.2Magazines - GQ
2.3Advertising & Marketing
2.4Print Advertisements - Quality Street
2.5Print Advertisements - (2026 Exams) This Girl Can
2.6Print Advertisements - (2027 Exams) NHS 111
2.7Film Posters (Marketing)
2.8Film - No Time To Die
2.9Newspapers
2.11The Guardian
2.12(2028 Exams) The Sun
2.13(2028 Exams) The Guardian
3Component 1: Section B
3.1Video Games
3.2Video Games - Fortnite
3.4Radio
3.5Radio - The Archers
3.6(2027 Exams) Radio - Desert Island Discs
4Component 2: Section A
4.1Television
4.3Sitcom - Modern Family
4.4Sitcom - Man Like Mobeen
4.5(2026 Exams) Luther
5Component 2: Section B
5.1Music Video
5.2Lizzo - 'Good as Hell'
5.3Taylor Swift - 'The Man'
5.4Stormzy - 'Superheroes'
5.5Justin Bieber - 'Intentions'
5.6TLC - 'Waterfalls'
5.7Duran Duran - 'Rio'
5.8Online Media - Lizzo
5.9Online Media - Taylor Swift
5.10Online Media - Stormzy
Practice questions on Theories & Principles
Can you answer these? Test yourself with free interactive practice on Seneca — used by over 10 million students.
- 1Strategies for attracting an audience in advertising:Fill in the list
- 2The AIDA principle stands for:Fill in the list
- 3Which of the following is NOT a physiological need?Multiple choice
- 4Examples of specific reasons audiences actively use the media for: Fill in the list
- 5
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