Audience consumptionDenzel Ndirangu

Why do audiences consume films and TV?To be entertainedSocial influenceFavourite actor or actress is in the media

productCouch potato/lazy e.g. Christmas DayBBFC/Director of TV channel has to as it is

part of their job

Why do audiences consume films and TV?There could be many other reasons added to

the slide before but according to the Uses and Gratifications Theory by Blumer and Katz there are why audiences consume media products:

1)Entertain 2)Escape 3)Educated/want to be informed 4)Social interaction 5)Self-identification

Maslow’s Hierarchy of Needs theoryIn Maslow’s hierarchy of needs suggest there

are 5 stages people go through in life. The theory also says that at each stage we have different motivations that drive us. The ideas are often applied to marketing as regardless of what you are selling the product needs to fulfil a need somewhere in the hierarchy.

Coca Cola – Classic Christmas advert

Coca Cola Christmas ad analysis to Maslow’s theoryThe advert is happy and joyful promoting

ideas of breathing, food, homeostasis, friendship and family. But the key needs portrayed in the advert on the Hierarchy of Needs are the esteem level needs. Those include self-esteem, confidence, achievement, respect of others and respect by others. As a soft drink around holiday time it gives the idea of achievement by choosing this product and then getting respect of other people.