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Audience Speculation

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.

QUANTITATIVE AND QUALITATIVE

Invictus QUANTITIVE:

  • Middle class.
  • income being from around £25,000 – £70,000.
  • passed GCSES and has qualifications.
  • 20-45 years of age and having a well paid job where you can afford a mid-range expensive aftershave that’s worth the price.
  • Targeted towards people who go out often and see others to impress them.

Invictus QUALITATIVE:

  • The Aspirer – The confidence from others compliments.
  • The Mainstreamer – The idea of having an everyday smell that people identify you by.

Rolex QUANTITIVE:

  • Upper Class
  • Income being from £300,000 and up.
  • 40 and upwards looking to get another thing to show off, they’ve gotten cars and a house already, time to get an expensive bit of jewellery
  • Targeted towards people with a lot of money looking to show off or collect.

Rolex QUALITATIVE:

  • The Aspirer – The view of others being impressed or jealous by your new Rolex.

ADVERTISING WORK

Textual Analysis:

– Background of people, all watching in awe at this amazing man.

– Big font (Invictus).

– Clouds behind main character, showing he’s heavenly.

– Main model in the middle displays that having this aftershave makes you as amazing as him.

– Lighting is focused on the main character, showing him off.

Semiotic Analysis:

– Dominant signifier (Male in the centre)

– Paradigm (Collection of clouds to represent heaven)

– Icon (Crowd in the background)

– Anchorage (Clouds that signify the male is in heavan)

– Reactionary

Representation Analysis :

– Voyeurism

– Dominant Ideology

– Constructed Identity

– Patriarchy

– Negative Stereotype that strong, toned males attract everyone.

GRATIFICATION TABLE

INVICTUS AFTERSHAVEROLEXSEKONDA WATCH
UNDERSTANDING SELFHelps you discover what you would like to smell like Helps you discover what jewellery you would want to wearHelps you discover what jewellery you would want to wear
ENJOYMENTYou have a nice aroma which you and other people can enjoy.You can read the time and see a beautiful bit of machinery.You can read the time and see a beautiful bit of machinery.
ESCAPISMHelps you escape being smelly.N/AN/A
KNOWLEDGE ABOUT THE WORLDN/AN/AN/A
SELF CONFIDENCEConfident about his smell, attracts people.Confident about the smartness of the watch and proud of what he’s wearing. Confident about the smartness of the watch and proud of what he’s wearing.
STRENGHTEN CONNECTION OF FAMILY AND FRIENDScan be bought as a gift to strengthen the relationship.can be bought as a gift to strengthen the relationship.can be bought as a gift to strengthen the relationship.
ANY OTHER THEMEN/AN/AN/A

Uses and Gratification Advertising Table

RESEARCH PRODUCT 1 (Cristiano Ronaldo Shampoo)RESEARCH PRODUCT 2 (Nivea Shampoo)MY PRODUCT
(Deodorant)
UNDERSTANDING SELFShows you that you can smell and appear more likeable/attractive to others.Reveals to you that you can become someone who takes care of yourself.
ENJOYMENTPerson is smiling and confident – seems happy.Character using the product is smiling and seems to be enjoying the use.Advert depicts someone who is taking pride in using the product.
ESCAPISMYou can escape worries about your appearance with the product.
KNOWLEDGE ABOUT THE WORLDMakes you wonder about what Cristiano Ronaldo gets up to.
SELF CONFIDENCE, SELF ESTEEMDominant signifier appears bold and confident, gives a role model.Feel more connected to who you want to be.
STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDSYou could show the product to others you know and they might recognise the celebrity on it and you could talk about it.You could recommend the product to other people.You can be confident and have minimal self-conscious worries around people.
ANY OTHER CATEGORY OR THEMEExpensive and symbolises positive people.May be easy to use and offer longer term effects.

Advertisement table

RESEARCH PRODUCT 1 (Maybelline lash sensational)RESEARCH PRODUCT 2
(YSL foundation)
MY PRODUCT
(Chanel no.5 perfume)
Understanding selfMakes your eyelashes stand out, you can wear it anywhereHides acne and pores and makes your skin look good Makes you smell good, can wear anywhere and anytime
Enjoymentmakes your eyes stand out and eyelashes longwearing it whilst going out to boost confidence
EscapismThe smell of the perfume makes you feel luxurious
Knowledge about the worldThe models eyelashes look The model on the advert looks confident
self-confidence, self esteemHides blemishes and makes you feel confident You smell good all the time knowing you are wearing expensive perfume
strengthen connections with family
and/or friends
Feel confident whilst taking photos with your friendsfemale family members can borrow it sometimes
any other category

Gratification Table

CHANEL PERFUMEDIOR PERFUMESWAROVSKI BRACELET
UNDERSTANDING SELFCan discover a persons personal scent/personal identity.Can discover a persons personal scent/personal identity.Understanding what sort of bracelets suit your person.
ENJOYMENTFeel happy with the aura that you give off.Feel happy with the aura that you give off.Once bought you get a feeling of happiness.
ESCAPISMN/AN/AN/A
KNOWLEDGE OF THE WORLDN/AN/AN/A
SELF CONFIDENCE / SELF ESTEEMGives a aura of the perfume behind you and feel like you smell good.Gives a aura of the perfume behind you and feel like you smell good.Can feel expensive or have a sense of wealth.
STRENGTHEN CONNECTIONS WITH FRIENDSThey can be bought for friends/family or partners as a gift and can strength their bonds.They can be bought for friends/family or partners as a gift and can strength their bonds.They can be bought for friends/family or partners as a gift and can strength their bonds.
ANY OTHER CATEGORY OR THEMEN/AN/AN/A