Resources Advertising Theory Task 2 ( Advertising is based one thing

HAPPINESS)

Audience-
 Target audience demographic
 Gender
 Age
 Race
 Social Class
 Nationality
 Level of Education
What Does this mean?

Structure or sector of population

Target market – broad e.g. women/ teenagers etc.

Target Audience – More specific e.g.: nationality, age etc.

Psychographics
Definition:

Study of lifestyles, values, attitudes, interests and personalities

Linked to psychology and sociology

Extensively used by media industries for marketing and advertising

1. Achievers:

Prosperous

Make their own decisions

A lot of advertising direct to them

 2. Aspirers:

Aspire to a better life, but not yet able to achieve it

Aiming for prosperity

3. Socially conscious
Aware of social issues

Politically active or aware

Positive outlook & self-motivated

4. Belongers
Conformists with mainstream values

Reluctant to take risks

Fit ‘Middle Class’ stereotype

Traditional in outlook and habits

5. Experientials
Risk takers

Looking for the next new thing

 6. I-AM-ME
Appeal of products which makes themselves different to others

Youthful, energetic & demanding

Audience Categories

Audiences are also categorised by age and the time they were born

These audiences are also categorised by particular elements:

Social markers

Toys

Music devices

Screen content

Etc.

Two Key Words:

1.
Denotation- a literal definition or description
Denotation WILL be the same

2.
Connotation- the emotional response
Connotation will depend on who is responding
Connotation can be linked to two media theories
Stretch and Challenge
Semiotics-
What does this mean?

Study of ‘Signs’ and ‘symbols’

How they are used by media producers

How they are interpreted by audience

Who’s theory is this?

ROLAND BARTHES

Uses and Gratifications-

Who’s theory is this?

Jay Blumler and Eli Katz

Use- the action of using something or the state of being used for a purpose

Gratification- a source of pleasure

Audience make active use of the media to fulfil certain needs

Four needs:
Surveillance- the need to know what is going on in the
world

Personal identity

Relationship – Building a familiarity with a product or

person
Escapism- using a product or person as a means to ‘escape’
everyday life