Hypodermic Needle Theory – Baking Heaven

Introduction

The hypodermic needle theory assumes the audience are passive consumers of a media text. Although the model is often dismissed by critics who believe the audience is more active and critical of the messages we receive, producers will still attempt to inject their ideas into our lives. This is particularly true with texts which provoke an emotional response. This cover for “Baking Heaven” certainly goes straight for the gut.

Question

Analyse the following print advertisement in terms of audience and the hypodermic needle theory.

Points to Consider

The dominant signifier is the delicious-looking buns. How could you resist such a chocolatey snack? In your own words, explain why image of the Rocky Roads is so appealing.

You should also explore how the producers anchor our interpretation of the image, such as the phrase “28 Irresistible recipes” on the red circle, or the tagline “true temptation”. How does the choice of typeface and font in these examples help convey a sense of luxury and delight?

If a working definition of the hypodermic needle theory refers to a producer’s ability to deliver a uniform reaction from the audience to their text, this cover of “Baking Heaven” surely succeeds in creating desire.

The theory can also assume that the audience will have an immediate reaction to the text. To what extent do you think this is true for this magazine cover?

Finally, you should explore other signifiers. For example, what connotations are created by chopping board and the cuts of chocolate in the background?

Further Study

Will there be a uniform reaction to the front cover of this magazine, or will audience’s react differently according to their frameworks of knowledge? You should consider the three decoding positions described in Stuart Hall’s reception theory.