CHPT 10: The Uses and Gratification Theory states that consumers are active, goal-directed audience that draws on mass media as a resource to satisfy needs. It emphasizes that media compete with sources to satisfy needs and that these needs include diversion and entertainment as well as information. We are constantly pulled in various directions for our attention. Consumers need various mechanisms in order for us to be satisfied, not just media.
This advertisement from Australia is hilarious, especially the second half. My Kiwi friend tells me that New Zealand and Australia had a friendly advert battle going on and this was one of Australia's shots across the bow so-to-speak.