Theory

The consumption of the media texts has an effect or influence upon the audience. Everything we watch and everytime watch something e.g a film we are effected. It is normally considered that the effect is negative for example a video game.
Audieneces are passive and powerlessto prevent the influenece.
For example i have put a few adverts below to shpw how much we can be effected and don't even know. All the adverts persuade people to buy their products, and suprisingly it works, most mums use Cilit bang or Shake and Vac.

Even today we are still inspired by using Shak n Vac. This advert was made 60 years ago and now as it was the 6oth anniversary of Shake n Vac, she decide to make a new hip version of it and people still buy and use Shake n Vac today.