Theories used in magazines and advertising

In today's lesson, I learnt about three different theories important for the selling and success of different music magazines. The first theory is Maslow's Hierarchy of Needs (1954)

Maslow believes that a person starts at the bottom of a theory and will initially set out for basic needs such as food and health. When one need has been fulfilled, the next need emerges and they move up to the next level- safety needs. This could include home shelter and protection. The next level, Belonging recognises that people want to be a part of a group and feel loved.

Many people seek self esteem and respect of others. This could be recognition for a job well done or doing something to achieve self esteem or esteem from others. The final need uus self- actualisation, this is achieveing individual potential. This is often measured by the amount of success somebody recieves.

Unsatisfied needs are what motivate our behaviour. Advertisements and magazines promise to fulfil many of our needs such as being accepted into social groups and our need for self respect and self esteem. This theory offers a useful insight into why we are attracted to particular products and advertisements.

The Uses and Gratifications theory tries to explore why we choose certain products e.g. we may buy a product to make us feel good about ourselves. This theory suggests that audiences use magazines and advertisements to meet some of the needs that Maslow identified.

McQuail, Blumer and Brown (1972) identified four areas of need which the media seek to gratify:

1. Diversion- This is when the audiences escapes from their regular routine and problems.
2. Personal Relationships- When the audience want to feel companionship of part of a social group.
3. Personal Identity- Exploring our own values by comparing them to others such as media producers and celebrities.
4. Surveillance- This is the constant need for a supply of information about what is currently happening in the world

The final theory is Mode of address. This is when magazine journalists adopt a mode of adress which is particular for that magazine and aimed to create a bond between the magazine and its audience