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Advertising Uses and Gratifications

Stephanie O′Donohoe (The University of Edinburgh, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 August 1994

17361

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

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MCB UP Ltd

Copyright © 1994, MCB UP Limited

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