The Effects Model

I will now explain in further detail, the concept behind the Effects Model.

• The consumption of media texts has an effect or influence upon the audience
• It is normally considered that this effect is negative
• Audiences are passive and powerless to prevent the influence
• The power lies with the message of the text.

This model is also called 'The Hyperdermic Model'

•  Here, the messages in the media texts are injected into the audience by the powerful, syringe-like, media
• The audience is powerless to resist
• Therefore, the media works like a drug and the audience is drugged, addicted. 

The Compare the Market/meerkat advert is a prime example of the Effects Model. This is because the advert is very memorable and some would annoying. This is effective as although people say its annoying, if it come to a time when they needed to compare prices, they would remember this advert and use it, which increases the sales for compare the market.