SUCCEEDERS- a person who wants products that increase their power and control in life. Something like a big car etc.
ASPIRERS- a person who wants products which improve their image and are seen as fashionable. Teenagers, young people- certain brands
CARERS- a person who wants to be seen as caring for others. Might buy eco-friendly or vegan products
ACHEIVERS- motivated by acheivement. Successful, work orientated people who get their satisfaction from their jobs and families. Favor establishes products and services. Brand loyal
TRADITIONALIST- sticks to traditional views and values. Older people, stuck in their ways
RADICALIST- goes against traditional views and values
UNDERACHEIVER- person who fails to acheive their potential- doesnt do as well as they expect. pessimistic
Mass Audience- Audience that is made up of a large amount of people. e.g (men, women and children)
Niche Audience- Audience that is made up of a small subset that have unique interests and characteristics
Niche Products: almond milk/ vegan milk etc. gluten free products eco friendly products foreign language movies indie movies- the blair witch project
Mass Products: deodarant breakfast cereal movies such as fast and furious, superhero movies or harry potter movies
Reception theory is how a message/ media is received by an audience. There are three types of readings: Dominant/Preferred - How the creator/producer wants the audience to react, generally a positive view of the media or message. This is the ideal response for the producer/creator
Negotiated- The audience accept or agrees with some aspects however they reject or disagree with other aspects of the message or media.
Oppositional- The audience understand the message but they oppose it and are against it; generally a negative view of the media or message.
SELF FULFILLMENT NEEDS Layer Five- Self actualization- Acheiving full potential and abilities PSYCHOLOGICAL NEEDS Layer Four- Esteem Needs. Things that make you feel special and accomplished- most advertisements target layer four and market their products to fit in with layer four.
Layer Three- Belonging and love needs. Things such as friends family, relationships- things that make you feel belonged and loved
BASIC NEEDS Layer Two- safety needs. Things that you need to be safe- security
Layer one- physiological needs. These are things that you need to survive such as food, water and shelter.
The golden circle is a concept/theory invented by Simon Sinek that explains how many advertisers market their products and then how they actually should market their products using the Golden Circle.
The outer circle is WHAT. WHAT- what a company does- products that they advertise and the things or services that they do
The other circle is HOW. HOW- how a company does things- how they advertise their product or service etc. What do they do differently.
The inner circle is WHY. WHY- what is the companies values? Why do they do what they do? Not many companies get this and this creates a sense of trust with the consumer
Classes
Upper Middle Class- AThe wealthiest - have money in the family, own big businesses, inherited money etc.
Middle Class- B Skilled professionals- you have to have a university degree to do this job, well educated, you get paid for the number of hours you do, expected to act and dress a certain way. doctors, teachers, lawyers etc.
Lower Middle Class- C1 Still professionals but they have had less education than the middle class, pay is slightly lower - nurses, teaching assistants, secretaries.
Skilled Working Class- C2 Jobs that require skills- they have not a university degree but they have done vocational courses- chefs, mechanics, plumbers, electricians
Working Class -D no qualification needed, anyone can do these jobs, hours are not guaranteed- shop workers, cashiers, cleaners, waitresses Lowest level of subsistence E- Unemployed or on benefits, pensioners
PROPPS NARRATIVE THEORY
6 archetypes:
hero- the 'goodie'
villain- the 'baddie'
dispatcher- sends hero on the task
donor- prepares hero for the task
helper- sidekick, helps out
princess- usually the 'prize', usually gets married at the end, needs rescuing
false hero- think he is good but is actually bad
Example: the Hunger Games:
hero- Katniss
villain- President Snow or the Capitol
dispatcher- Effie- she pulls the names out of the hat and sends them away
donor- Haymitch- trains the tributes for the games
Helper- Gale- her best friend back home, helps her with hunting
Princess- Peeta- usually gets rescued by Katniss, or her sister Prim- katniss volunteers in her place
False Hero- Seneca Crane- gives Katniss and Peeta false hope
REPRESENTATION OF WOMEN IN MAGAZINES
Male gaze theory- mills
Women are either seen as innocent housewives and mothers- domestic or as sex symbols sexualised to entertain the male audience.
This makes the woman seem more like an object than a real life person -objectification.
-Todorov's narrative theory
Studied classic fairy tales all around the world
theorised that many stories follow the same narrative structure
ordinary setting- nothing is new
event or thing happens that disrupts current situation
someone realises something bad has happened
someone attempts to restore/ fix situation
Either the same or a new situation is restored.
shrek
Shrek lives happy life in swamp
people invade
His friends try and save the day
falls in love with Fiona
gets his swamp back
An Unearthly Child
Flashback- A scene in a film, novel, etc. set in a time earlier than the main story. This is useful in a non-linear narrative because it makes the episode seem more realistic and less scripted but also more unique and less linear.
Cliffhanger- A dramatic and exciting ending to an episode, leaving the audience in suspense. Use of the cliffhanger is good in TV series because it helps the narrative flow and continue throughout the episodes.
Non-linear narrative- Narrative sequence where some events are not portrayed in chronological order- includes flashbacks and flash forwards.
Uses and gratification theory
-Why we consume media:
Surveillance - Satisfies our curiosity and our need to be informed about the world around us
: News, newspapers and social media.
2. Sense of personal identity-Makes us form ideas and thoughts to do with ourselves : YouTube, TV shows, social media
3. To form personal relationships-To make bonds and interact with people : watching a TV show because its popular, fandoms, online communities, social media
4. Diversions- To pass time and distract us from everyday life :TV shows, social media etc