Users And Gratification

Hypodermic Needle Theory, Users and Gratifications, Reception study and passive or active Consumptions

Users and Gratification theory is an approach to understanding why and what people do with the media;

• Watch for pleasure
• Emotional Release
• To escape from reality

My advert would be used for pleasure and for emotional release mainly. People would go to a music night to recharge their batteries from the normal working week. Music has always been seen as a way to get rid of stress and to get away from everyday life. 

The hypodermic needle theory is where companies place messages in film or products that the person viewing it does not really the message is being presented. These are called subliminal. 

An example of this would be the colours of logos that fast food companies use. Notice the colours used include: red, yellow, orange and green. Mainly red and orange are used because they are known to trigger hunger and/or excitement in the brain. Research has found out that people are more likely to eat the food in a room with warm colours than a room with: blues, blacks and purples. 

Active and passive audiences 

An active consumer is a engaging with the media message. They do not simply just accept the message. They would take it away and think about it, put it isn't their own perspective. The way they interpret the media would differ on their cultural beliefs, how they were brought up, political views etc.

A passive audience do not actively interact with the media message. The consumer would not think twice about the message, and just accept it for how it is. The way a passive audience would view the media would be how the company would be expecting the consumer to view it.