The document discusses different theories around why audiences consume films and TV, including for entertainment, social influence, and being informed. It specifically mentions the Uses and Gratification Theory, which identifies five main reasons for consuming media: to entertain, escape, be educated, for social interaction, and for self-identification. The document also discusses Maslow's Hierarchy of Needs theory and how it relates to marketing by addressing different needs. It provides an analysis of a Coca Cola Christmas ad applying Maslow's theory, noting the ad portrays needs like friendship, family, and esteem needs.

1. Denzel Ndirangu

2. Why do audiences consume films
and TV?
 To be entertained
 Social influence
 Favourite actor or actress is in the media product
 Couch potato/lazy e.g. Christmas Day
 BBFC/Director of TV channel has to as it is part of
their job

3. Why do audiences consume films
and TV?
 There could be many other reasons added to the slide
before but according to the Uses and Gratifications
Theory by Blumer and Katz there are why audiences
consume media products:
 1)Entertain
 2)Escape
 3)Educated/want to be informed
 4)Social interaction
 5)Self-identification

4. Maslow’s Hierarchy of Needs
theory
 In Maslow’s hierarchy of needs suggest there are 5
stages people go through in life. The theory also says
that at each stage we have different motivations that
drive us. The ideas are often applied to marketing as
regardless of what you are selling the product needs to
fulfil a need somewhere in the hierarchy.

5. Coca Cola – Classic Christmas
advert

6. Coca Cola Christmas ad analysis to
Maslow’s theory
 The advert is happy and joyful promoting ideas of
breathing, food, homeostasis, friendship and family.
But the key needs portrayed in the advert on the
Hierarchy of Needs are the esteem level needs. Those
include self-esteem, confidence, achievement, respect
of others and respect by others. As a soft drink around
holiday time it gives the idea of achievement by
choosing this product and then getting respect of
other people.