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3. appealing to audiences

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Cambridge Technicals study of Digital Media - 3. appealing to audiences

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3. appealing to audiences

  1. 1. Appealing to different Audiences Audience Targeting Methods
  2. 2. Maslow’s Hierarchy of Needs Physiological needs - Food, drink, sleep, sex, relief from pain Safety needs - Security, freedom, protection from danger, order Love and belonging needs - Friends, companions, family, being part of a group Esteem needs - Respect, affirmation of others, self- worth, admiration, self-confidence, self-acceptance Self-actualisation needs - Develop or fulfil one’s potential, do what one is best suited to, discover “truth”, create “beauty”, produce order, promote justice
  3. 3. Tools of Persuasion Humour – Feel-good associations Repetition - Memorability Shock Tactics – Memorability and discussion Sex – Titillation, feel-good associations and aspiration Stereotypes - Recognisability Intertextual references – Association and making us feel clever Music - Memorability Elite People – Aspiration, admiration and trust
  4. 4. Persuasive Devices Reward Punishment – Playing on our fears Responding to our needs Responding to our aspirations Guarantees of quality from brand reputation
  5. 5. Uses and Gratifications Theory Information and education Personal Identity - Reinforcement of personal values, role models Social Interaction - As a basis for conversation and social interaction Social Integration Entertainment and escapism Structural – As part of routines
  6. 6. Uses and Gratifications Theory Information and education Personal Identity - Reinforcement of personal values, role models Social Interaction - As a basis for conversation and social interaction Social Integration Entertainment and escapism Structural – As part of routines

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