This document discusses marketing and how it persuades audiences. It asks the reader to list 3 things they wanted or purchased due to advertising. It then has the reader analyze how those advertisements were successful in persuading them using Richard Dyer's Utopian Theory, which suggests media offers audiences diversion, aspiration, community, abundance, identity, and energy. The document prompts working with a partner to analyze an image using this theory by first establishing the audience.

1. LO: to explore the reasons why marketing is successful by making the link between: genre,
representation and audience.
NB: Marketing is the means by which products are interfaced with their target audiences; its main
function is to sell or persuade.
A: Write down the names of 3 things that you have wanted, bought, used or been to see because
you saw it advertised:
1……………………………………………………………………………………….
2…………………………………………………………………………………………
3………………………………………………………………………………………..
B: Now, complete the table below thinking about how those adverts (or other forms of marketing
were successful).
Richard Dyer’s Utopian Theory and Uses and Gratifications Theory:
Key Term: What the text offers: Example:
Diversion An escape from reality
Aspiration Something that you want to be or look up to
Community A sense of family, friends and being with
others
Abundance The idea of plenty – money, friends – when
you may have little in reality
Identity The texts help you to create and maintain
your identity
Energy Texts offer activity as opposed to real life
which can be sedentary
C: Working with a partner, analyse the image that you have been given in terms of what Dyer would
suggest that it offers the audience. Make sure that you analyse not describe. You must first
establish who the audience is.