The document discusses the Hypodermic Needle Model theory which suggests that media directly influences viewers in an unmediated way (1). It provides examples of how this theory can apply to television advertising, music, and magazines (2). Specifically, TV ads may subconsciously influence viewers to purchase a product, songs used in ads can create associations that drive game sales, and magazine covers featuring celebrities can attract new readers among fans (3).
2. The Hypodermic Needle
Theory
The Hypodermic Needle is the theory that all kinds
of media are feeding the viewers entertainment
or information in an unmediated way. Passive
spectatorship falls well with this theory, for
example, If said viewer sees an advert on TV
about a product or brand that they really like,
they might get a subconscious message to
actually go out and get that specific product
because they have been fed this information
through the type of media.
3. Music
Music also falls well with the needle theory. For
example, through songs this can work effectively.
If an advert of a game comes on the television
and it has a singers or bands track overlaying the
clip, this might instantly trigger something in
someone's brain to associate that game with the
song. Also if the song that is with the game is a
song that people like, it might be a big selling
point, leading to the mass purchase of said
game.
4. Magazines
Another good example of the hypodermic
needle theory is magazines. Magazines can place
anything on the front to gain attention but they
would do it to certain groups of people. If the
magazine had a large image of Justin Bieber on
the front with a big headline, this could attract
fans of Justin Bieber who have never read that
magazine before.
