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Exploring Audience Theories: Semiotic Analysis of Advertisements and Trailers

This assignment focuses on critical audience theories in media studies, including the Hypodermic Needle Theory and the Uses and Gratifications Theory. Students will summarize and reflect on these theories and their implications for media consumption. Additionally, a semiotic analysis of two advertisements or trailers will be conducted, comparing the signs and meanings conveyed within each, while considering audience interaction. By understanding these theoretical frameworks, students will gain insight into their own media behaviors and the broader impact of media on societal perceptions.

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Exploring Audience Theories: Semiotic Analysis of Advertisements and Trailers

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  1. Critical Approaches Assignment 3

  2. Aims and objectives • Show an understanding of audience theories • Write a summary of the two theory discussed in class • Reflect on your own TV consumption

  3. Assignment 3 Write a semiotics analysis of an advert or a trailer. Use two examples to compare the signs conveyed from the each trailer or advert taking into account audience. Due date (03/04/12)

  4. Hypodermic Needle Theory • Known as the ‘magic bullet’ theory • The media has a powerful and direct effect on audiences by ‘injecting’ them with messages. • The Hypodermic Needle Theory no longer carries the respect it once did since its accuracy was found to be questionable.

  5. However… • The Hypodermic Needle Theory no longer carries the respect it once did since its accuracy was found to be questionable • Why? Discuss.

  6. Message given + Message received = Has the message gone in?

  7. Uses and Gratifications Theory • The Uses and Gratifications Theory assumes audiences actively seek out media to satisfy individual needs. • The Uses and Gratifications Theory looks to answer three questions: • What do people do with the media? • What are their underlying motives for using said media? • What are the pros and cons of this individual media use?

  8. Why do we watch TV? • Information • Identity • Integration and Social Interaction • Entertainment

  9. Information • Finding out about relevant events and conditions in immediate surroundings, society and the world • Seeking advice on practical matters or opinion and decision choices • Satisfying curiosity and general interest • Learning; self-education • Gaining a sense of security through knowledge

  10. Personal Identity • Finding reinforcement for personal values • Finding models of behaviour • Identifying with valued other (in the media)  • Gaining insight into ones self

  11. Integration and Social Interaction • Gaining insight into circumstances of others; social empathy • Identifying with others and gaining a sense of belonging • Finding a basis for conversation and social interaction • Having a substitute for real-life companionship • Helping to carry out social roles • Enabling one to connect with family, friends and society

  12. Entertainment • Escaping, or being diverted, from problems • Relaxing • Getting intrinsic cultural or aesthetic enjoyment • Filling time • Emotional release • Sexual gratification

  13. Homework: Semiotic Triangle Research on what this is: Deadline next week 18th January

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