Advertising uses and gratifications

Outlines uses and gratifications theory and its limited advertisingapplications to date. Presents findings from a qualitative study whichidentifies many marketing and non‐marketing uses of advertising by youngScottish adults. Argues that this supports a view of audiences asactive, selective and sophisticated consumers of advertising. Suggeststhat the active, reward‐seeking consumer of advertising challengestraditional models of advertising effectiveness and requires areorientation of the advertising‐planning process.