2. Uses and Gratifications
Theory
The Uses and Gratifications theory is an
approach to understanding how and why
people actively seek out specific media to satisfy
specific needs.
This is used in advertising to classify what the
adverts show, e.g. diversion, surveillance,
personal identity etc.
3. Maslow’s Hierarchy of needs
Maslows Hierarchy of needs suggests that all humans
have certain needs that are more important than others.
For example the physiological needs(breathing, food,
water, sex, sleep, homeostasis, excretion) are at the
bottom of the pyramid as they are the most important,
while the top of the pyramid contains self-actualization
needs(morality, creativity, etc.)
These needs are used in advertising to classify certain
adverts, for example an advert for beds will be at the
bottom of the pyramid, as it is the need of sleep.
Adverts like eHarmony and Match.com will classify in the
love/belonging section of the hierarchy.
