active feel, instead of the mundane and passive reactions to the word sleep.
II. Audience Analysis
Biologically, teens are hardwired to get tired later in the day/night.Psychologically, teens are
impressionable by peers, older peers, and the media; also teensare inversely impressed by parents and authority figures. Teens are more likely to reflectthe actions and attitudes of the first group; while they will act in opposition to the actionsor promoted desires of the second. Teens are more impulsive than logical. The targetaudience avoids obvious advertising and blatant pushes from the outside, especiallyauthority figures, to act, behave, and/or think a certain way. Teens respond to subtle andcasual messages that give them the sense of choice and control. Teens like the idea of independence, operative word being idea. Teens like to think they are making decisionson their own, despite the reality that shows otherwise. Teens are pseudo-rebellious andlike to play with the line of risk. They do not want to cross the line and invokeconsequences or drastic change, but they like playing with the idea, appearingiconoclastic, and independent. Teens are apathetic. Apathy is a thin, tricky, and oftenfluctuating line. Teens want to appear as if they are unaffected by authority and “seriousmatters” but at the same time want to be seen as mature and be taken seriously.Therefore, they have to appear knowledgeable about big issues too. It is primarily afacade. Teens have short attention spans and do not invest time in learning about much beyond the surface. Politics, for instance, where teens will be passionate about Barack Obama but less likely to know and/or defend why. We need to find a way to appeal toteens without making it seem as if this is another irrelevant cause that parents want toimpose upon their kids. The target audience is driven by instant gratification. Teens donot have time or patience, so they think. Any successful campaign aimed at teens will
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