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Audience, Notes, Theory

AUDIENCE THEORY – PSYCHOGRAPHIC PROFILES

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Quantitative – Number based approach eg. counting sales, audience stats…

Qualitive – an individual interpretative approach considering why audiences consume or engage.

For example:

Quantitative: The product is targeted at men around the age of 25 and upwards who belong to any demographic classification above the established middle class. Members who do not fit this criteria may also purchase the fragrance however is not as common.

Qualitative: generates an aspirational audience who are driven by others perception of them.

This is due to Georgio Armani being an expensive, high end brand

Quantitative: Product is targeted to females around the age of 14 and upwards who tend to be new affluent workers or from the technical middle class. Members who do not fit this criteria may also purchase the fragrance however is not as common.

Qualitative: Generates mainstream audiences who prioritise basic needs over the desire for luxury.

This is because Maybelline is an affordable drug store brand

In terms of my Product: Jewellery

Quantitative: product aimed at women, possibly men as well, around the age of 20 and upwards. Consumer mostly comes from the upper and middle classes. Members who do not fit this criteria may also purchase the fragrance however is not as common.

Qualitative: Generates an aspirational audience who tend to be materialistic when it comes to balancing basic needs and the desire for luxury.

This is because my jewellery will be of a high quality and therefore will be more expensive than average high street prices (however also wont be as expensive as high end brands such as Gucci and LV)

Audience, Notes, Theory

audience theory – uses and gratifications (active selection)

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This theory recognises the decision making processes of the audience themselves, rather than being influenced by opinion leaders or the source itself. Essentially, individuals sought out particular pleasures, uses and gratifications from individual media texts, which can be categorised as:

  1. information / education
  2. empathy and identity
  3. social interaction
  4. entertainment
  5. escapism


Georgio Armani Aftershave Tiffiny & Co RingMy product – Jewellery
Understanding
Self		Helps you discover your perfect scent This ring will make you want to get marriedHelps you discover the styles of jewellery you like and/or suit
EnjoymentYou will smell nicer to you and others around youIf you buy this ring for you life you will have a better marriageCan mix and match different necklaces to create different looks
Escapismyou will have a better, more secure life
Knowledge about
the world		
Self confidence
and self esteem		You will feel more confident around womenThis ring will make you look like marriage-materialJewellery will make you feel more confident and put together
Strengthen connections with family and/or
friends		Buying this will make you more attractive to women When bought as an engagement ring, strengthens relationship with fiancé Can be given as a gift which will strengthen relationships between friends and family
Other
Advertising, Audience, Exam Prep

Audience Speculation

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Research Product Speculation – Dior and Chanel

  • Quantitative : The social class of my research products such as Chanel and Dior are in the class of upper and middle, they are pricey for the lower class but not too expensive for the middle class. The income that would be appropriate for people who buy these products, their yearly income would be £45,000 – £85,000. As well, the suitable education for the community who wear these products would be successful in a university of a sort and have succeeded with high grades. The age grouped aimed through the advertisement of these products are 20 – 40 years of age.
  • Qualitative : The Psychographic Descriptor for these products would be ‘The Aspirer’ and ‘The Mainstreamer’. The Aspirer would want this product to show off their income status and what sort of designer brands they own. The Mainstreamer would want these products to have a pleasant aura around them.

Own Product Speculation – Swarovski Bracelet

  • Quantitative : The social class of my product such as a Swarovski bracelet is based in the upper and potential middle class. Meaning the fitting income range yearly would be 35,000+. On top of that, you could see people wearing Swarovski bracelets who have degrees, A-levels and middle way GCSE’s, around B’s and higher. The target market for Swarovski bracelets are 18 – 70 years of age, depending on the bracelet type.
  • Qualitative : The Psychographic Descriptor for these products would be ‘The Aspirer’ and ‘The Mainstreamer’. This is because the Aspirer would gain happiness from the posh, expensive, high end status by the crystal glass jewellery and the Mainstreamer would enjoy having a lavish item although it is not a necessity.
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Notes- applying theory: audience

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QUANTITATIVE v QUALITATIVE

QUANTITATIVE number based approach

QUALITATIVE an individual interpretative approach considering why audiences consume or engage.

ADVERT AUDIENCE

In my advert for Bobbi Brown, I would expect the model to be a ‘technical middle class’ woman because the eye makeup that she is advertising is around £20, she looks around 26 years old and she looks like she works in an office as maybe a secretary.

My product is designed to be sold to ‘mainstreamers’.

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Psychological Profiles

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This image has an empty alt attribute; its file name is Psychographic-Profile.jpg
This image has an empty alt attribute; its file name is Slide5.jpg

Quantative- statistical data, numbers

Qualitative- Opinions, statements.

Creative beauty ads with a strong message

Quantative:

  • social class: Technical middle class – Established Middle Class
  • Income: £46,000-70,000
  • Education: Fairly good education -Above Average(GCSE’s, A-levels)
  • Age: 18-40

Qualitative:

  • Psychographic Descriptor: The mainstreamer
Calvin Klein Unveils Defy, Its First Stand-alone Men's Scent in a Decade – WWD

Quantative:

  • Social Class: Established Middle Class
  • Income: £50,000-70,000
  • Education: Above Average (GCSE’s, A-Levels
  • Age: 20-40

Qualitative:

  • Psychographic Descriptor: The Mainstreamer
Lynx Expression | Advert Design on Behance

Quantative:

  • Social Class: Emergent Service Workers- New Affluent Workers
  • Income: £12,000-30,000
  • Education: Average or Student (GCSE’s or studying A-levels or University)
  • Age: 12-25

Qualitative:

  • Psychographic Descriptor: The Resigned, The Explorer
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Quantitative – Number based approach eg. counting sales, audience stats…

Qualitive – an individual interpretative approach considering why audiences consume or engage.

TAG Heuer Advertising | The Home of TAG Heuer Collectors

Quantitative: this product is targeted towards men with a high disposable income (established middle class and up), as it is an expensive and exclusive product.

Qualitative: The aspirer. – motivated by esteem or status. n

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quantitive vs qualitive

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for my product I’m aiming for those who are established middle class those who are aspirers as well as explorers this products price range would be between 60-70 pounds as this product will show instant affects of an aromatic scent within a long lasting time can overcome all odour’s and my audience gender is a male audience those of an established working class.

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AUDIENCE THEORY – PSYCHOGRAPHIC PROFILES

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Quantitative-  Number based approach e.g audience stats

Qualitative – an individual interpretative approach considering why audiences consume or engage, uses a word based approach.

Quantitative: The product is targeted at women around the age of 12 and upwards who belong to a wide range of classes. Members who do not fit this criteria may also purchase the fragrance however is not as common.

Qualitative- The Aspirer- Motivated by esteem/status needs