How then, do media affect audience and what is the role of the mass media in shaping values and world views? In order to answer these questions, let’s look at some of the Media Communication Theories.
First, there is the Powerful effects Theory. For this, media is all-powerful and the audience are powerless (passive). When people view a certain message/ advertisements, they react in a uniform manner. Basically, it is influential and consistent.
Next is the Limited effects theory. Audience consume media to derive satisfaction. Audiences are active and have the power to reject certain ideas that are being brought up by media messages.
It is pretty evident that media can have different effects on people (depending on which theory they adopt). So now, let us take a look at one advertisement and we will discuss which theory they chose.
This is one of the posters that HSBC used for their advertising campaign in France. The tag line says something like: "to be open to the world is to understand people's different point of views".
The words and visual combination was really people oriented as it implied we are all different. The “half-empty/ half full glass” visual explained how important words are to truly get a message across. For the same idea can be expressed in different ways but still mean the same. The only difference would be whether a message is more or less impactful and persuasive.
Linking back this media message to the Media Communication Theories I elaborated on earlier, I would think that this poster made use of the Limited effects theory. Why? It is because, in this case, audiences are active. And they have the ability to resist media messages. They are free to choose other banks over HSBC. This ad promotes the banks’ services and audiences can sought out competing media messages according to their own needs. It basically just gives them surveillance (more information about the latest promotions or services).
If you are not convinced, let me explain why I’d say it did not adopt the Powerful effects theory. For in this case this poster does not predict strong and relatively universal effects on all audiences. There is always a 50-50 chance that one chooses or chooses over HSBC. Hence, audiences are NOT passive.
Do correct me if I’m wrong.
10 comments:
Indeed, consumers have a choice, and the only thing media can do is to sway you towards the direction they want you to. By taking a humble stand, the media can win the audiences over, just like in the case of HSBC. By using that tag line, it subtly creates the impression that HSBC is fair and unbiased. Indirectly, audiences are drawn to this and maybe persuaded. Thus, i agree that this is the limited effects theory in play.
I feel that there is so much bag of tricks mass media have up their sleeves but eventually the deciding factor lies with the consumer who ultimately decides how much they allow themselves to be swayed.
To me media is primarily a means for something ( product / someone / etc ) to get noticed. And there is many ways of doing it to get the item noticed by the general public. Depending on how creatively you do it more people will notice it. As a result people will subconsciously be swayed to buy it.
How so? Think about it... will you buy a product you have never ever heard before in your life? or will you buy something you have seen on TV or a poster somewhere before?
I agree with the statement that its limited effects. I also think that the purpose of the ad by HSBC is unique in the sense as it is trying to advertise a 'Character' to get potential customers to identify with rather than selling its services.
I like the way how Shern described the HSBC ad as creating a 'character' to get potential customers.. One of the underlying reasons for advertisments is for companies to leave an impression on future customers. With repeated adverts, subconsiously, customers' will sway towards them and eventually choose their company over others when the need arise for them to get a certain product or service..
Although I do not know much about these media communication theories, there seems to be some sense in what you said in your entry... From what you said, I gather that Limited effects theory means the power to choose and digest the message broadcast in the advert lies in the audience.
If I didn't understand it wrongly, I would agree with you that this HSBC poster uses the Limited effects theory. Because the ad doesn't have any very impactful words or images to "force" people to choose their bank services. It just simply creates awareness to people around that their bank exist...
Speaking about the powerful media & the powerless audience,i think that
the growing internet,connections and communications between the powerless audiences are growing stronger day by day.
The world is waking up from the manipulation from big companies & governments.
Jack's comment reminded me of an iceberg. Yesh, it's like we've just seen the tip of the iceberg, and there seems to be so much more going on in the world than we're aware of.
Ha, QUINN! You know the first thought that went thru my mind when i saw that Advert? I wanted to drink water. Really... first of all, i didn't know the French words spoken when looking at the picture, and it's been a couple of hours since i had dinner! Man, i'm thirsty.
But luckily you translated the French for me. I guess a lot of times, the effect of Ads on us depend on the existing conditions as well. Like, in a financial crisis like today's, would people be so interested in putting in their money into banks? The whole money idea and asking us to part with it, has become a more "obstrusive" issue than before. Obstrusive issues tend to portend a less powerful effect by the mass media on the target audience.
I would say you were right, the effect is probably more limited than powerful. Shern's comment about companies seeking to build a brand is inherent to marketing as well. To sum it up, i like the "half-empty" and "half full glass" concept! Bad times? Good times? They all add up to this exhilarating life that sure is one hell of a ride!
i felt the it's neither powerful or limited but rather moderate. The ability of this advertisement to influence its targeted audiences still remains. The print advertisement creates awareness and it's message of "HSBC understands yours and every individual's needs and requirements" is gradually cultivated into its audiences. Soon, some will be persuaded that HSBC can fulfill their needs and will start turning to HSBC. I dont think any paid ad would be limited unless the company has too much money to waste. Also, most advertisements seen today arent all powerful because of the frequency of ads everywhere, people started to adapt and learned not to trust certain advertisements.
The success or failure of any Media Communication begins and ends in its ability to attract the attention of its targeted audience. The picture of two simple glasses in the HSBC advertisement with a simple but subtle image is clever media communication.
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