Audience Theory - Hyperdermic Needle/Effects Model

Audience Theory is the way in which the consumers which are the people everyday that decided to watch TV, are effected by the advertisements. Even though we may not be aware of it, we are being affected; this is where the different theories come into the equation.

Hypodermic/Effects Model

The Hypodermic/Effects Model theories are the same thing but are given different names. This is the idea where the audience is not aware that they are being used to think a certain way about adverts; as if they have no control. This theory is labelled as negative because it is labelling all of the viewers as passive and powerless to prevent the influence. For example, there are adverts that are catchy and will stick to people's mind. Such as adverts like GoCompare or Compare The Market which are a lot more memorable because of the images, slogans and characters that are used in the advert. Although we can see this model as being true, there has been an experiment that has been conducted to show that watching violence or experiencing it will influence a child to do violent acts. This was called the Bobo Doll experiment which eventually proved inconclusive because dangerous toys were placed in the room with the child so they would have picked up the toy and start attacking the doll.injected into the audience by a powerful, syringe-like media. So, therefore the media works like a drug that is addicted or duped to the adverts that are produced. The Effects Model also contributes to Moral Panic because the media will use this to produce inactivity and will highlight that students will not pass their exam and will become 'couch potatoes' who will make no effort to try and get a job. The definition of a moral panic is an intense feeling expressed in a population about an issue that appears to threaten the social order.
The Hypodermic  Model believes that the messages that are portrayed by the media are