4. What I have learnt about the content and appeal of print adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate successfully with the target audience.

Firstly I researched the uses and gratification theory which was developed by Bulmer and Katz, in which I made a mind map of the main ideas. In addition, I analysed two print adverts on the content and audience appeal and contrasted them to enhance my understanding of how to successfully communicate this in my print advert.

The uses and gratifications theory

This theory is a popular approach to understanding mass communication. It assumes that members of the audience are not passive but take an active role in interpreting media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for viewers’ gratification. 

How has this helped me?

·       This theory has helped me to explain the impact of advertising on an audience; therefore, when producing my print adverts, I will apply this theory and incorporate all four components to make my advertising successful.

As my print adverts are to be placed in Total Film magazine, my main target audience is dedicated film-goers and enthusiasts, therefore I analysed 2 film posters below as the content of my advert should reflect the Total Film magazine.  Whilst doing further research into the magazine, I found out that my target audience is 75% male, and both men and women are aged between 18-35 who read the magazine. Furthermore, Total Film Magazine tries to highlight British films/industry talent, therefore I have selected two British film posters to analyse. 

2. The King's speech film poster

2. Inception film poster 

How has this analysis helped me?

·       I will use enticing and eye-catching backgrounds to form a sense of escapism in my print advert.

·       I will allow the audience to relate to the advert and thus identify and compare themselves with the people in the advert 

·       I will inform and educate the target audience about my product in the advert, this could be by using key words such as ‘new’. 
    I will use film quotes to engage with the target audience and highlight the intertextuality