Advertising Uses and Gratifications
Abstract
Outlines uses and gratifications theory and its limited advertising applications to date. Presents findings from a qualitative study which identifies many marketing and non‐marketing uses of advertising by young Scottish adults. Argues that this supports a view of audiences as active, selective and sophisticated consumers of advertising. Suggests that the active, reward‐seeking consumer of advertising challenges traditional models of advertising effectiveness and requires a reorientation of the advertising‐planning process.
Keywords
Citation
O′Donohoe, S. (1994), "Advertising Uses and Gratifications", European Journal of Marketing, Vol. 28 No. 8/9, pp. 52-75. https://doi.org/10.1108/03090569410145706
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited