Psychographics and audience targeting

Mainstream- Follows a popular audience. 

Explorers- People who are waiting to find someone new.

Reformer- Anti-materialistic they want to change the world. 

Aspirer- Wants to seem really wealthy, Really cares about status.

Succeeder- Very confident, something to make you more successful. 

Struggler- People who are dependent on alcohol, Smoking and fast-food. Live for everyday. 

Resigned- Like security, Elderly people/retired. Not much ambitions left. 

Representation in advertising 

Ideology of domesiticy  


Vance Packard wrote the book on advertising 'Hidden persuaders' 

Subject of adverts are shown as an ideal version of consumers an ideal partner for the consumer.
(Carl Rogers 1980).


Yorkie state that their chocolate is for men only 

Advertising a call to action

A call to action response can be instant because of digital devices 


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