2.3.4

Theories & Principles

Test yourself

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.

Illustrative background for Viral marketing Illustrative background for Viral marketing  ?? "content

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.
Illustrative background for The AIDA PrincipleIllustrative background for The AIDA Principle ?? "content

The AIDA Principle

  • Another common strategy for attracting an audience in advertising is the AIDA principle which refers to:
    • Attention
    • Interest
    • Desire
    • Action
Illustrative background for Maslow’s Hierarchy of NeedsIllustrative background for Maslow’s Hierarchy of Needs ?? "content

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.
Illustrative background for Maslow’s Hierarchy of Needs cont.Illustrative background for Maslow’s Hierarchy of Needs cont. ?? "content

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.

Illustrative background for InformationIllustrative background for Information ?? "content

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.
Illustrative background for Personal identityIllustrative background for Personal identity ?? "content

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.
Illustrative background for Social interactionIllustrative background for Social interaction ?? "content

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.
Illustrative background for Entertainment/diversionIllustrative background for Entertainment/diversion ?? "content

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.

Illustrative background for PsychographicsIllustrative background for Psychographics ?? "content

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).
Illustrative background for Stuart Hall’s Reception TheoryIllustrative background for Stuart Hall’s Reception Theory ?? "content

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.

Jump to other topics

1Overview

2Component 1: Section A

3Component 1: Section B

4Component 2: Section A

5Component 2: Section B

Go student ad image

Unlock your full potential with GoStudent tutoring

  • Affordable 1:1 tutoring from the comfort of your home

  • Tutors are matched to your specific learning needs

  • 30+ school subjects covered

Book a free trial lesson