Defining my audience

Class: With my audience I want to follow the demographics table in terms of class with an advertisement. I need to do this because I want to target a specific group that I am creating an advertisement for. I want to choose from class D to class C1. I want to choose these classes because I want to aim for people who would buy their children sports kit for Sunday football so they can show off their boots or clothing to their friends. I don't want to target above C1 because I don't expect middle class people or high class people going to sports direct to buy my products. The reason I don't want to target class E because they wouldn't be able to afford or even want to have the boots. I don't expect pensioners to buy the boots for obvious reasons.

Age: I want to target the younger ages for the boots because I want to include or pretend to have a celebrity endorsement, younger kids adore celebrities usually footballers because they want to be just like them getting their boots and all their fashion. I have seen this with the Nike advert 'risk everything' because the people playing football say that they certain players that they like and are pretending to be them. That's how I feel my football clothing would influence the younger generation. I didn't pick any older than 20 because they probably have jobs and wouldn't be interested in buying football boots because they wouldn't take part in that sort of activity. I also didn't choose pensioners because I can't imagine pensioners running around a football field playing football. However, I could include teenagers because they do have a reason to play football on a Sunday or something so I won't be including any sort of cartoon stuff because it will be too childish. 

The psychographics table determines what state of mind the viewer is in, this affects what they want and expect to see with an advertisement.

Mainstreamers: These people seek the security in an advertisement; wanting to conform with any other regular advertisement. For example if they were watching a football based advertisement they would expect to see someone talking about football in general all the skills and how to do that. This isn't the targeted audience that I want because they expect to see something. However, expecting to see something isn't what I want. I want a bit more creativity going into it.

Aspirers: People in this group aspire to be better and greater. So if they were watching a sports advertisement they would want to see their favourite footballers and want to be that celebrity. If they saw Ronaldo doing skills then they would be in the state of mind that they would want to do that themselves. These people are usually kids who want to be the best. I want to aim for this because I want to aim at those people who want to be better than just a normal civilian.

Succeeders: These people tend to be confident in what they like and believe that they can do anything that you throw at them. If they see an advert for football they would expect to see people succeeding. These people could have professions that put them in management and usually in charge. Because of this profession I do not want to target them primarily however, it will be linked to succeeding and breaking casual expectations. This audience could well want to watch my advert.

Resigned: These people are usually old people who are interested in past and tradition. By my synopsis I cannot target these people because they just do not fit the category because they seek survival but my advert is about going out and making a name for yourself.

Explorers: These people want to find their roots in terms with who they are and what they are doing. These people are usually students. If they wanted to see my advertisement done their way they would have a life story of how they have become so good at what they have done and the opportunities that have come from it. I could target this audience because of the fact that footballers successions could lead to new opportunities, however the life story isn't what I want to do so I could only partly target this audience.

Strugglers: Strugglers tend to be people who are quite negative. They are also people who have no positive skills what so ever. This audience is the worst audience to go for in my opinion because my advertisements are pretty positively structured and are designed to make the person feel like if they build upon their skills then they can be better.

Reformers: These people like to have a sense of independence they like to be their own person and are not to be held down by restrictions. If they saw an advert that has football in it they would expect to see a person who has made it on their own, who is practicing on their own. This is not what I want because I want to look at it as getting help from other people with some of your own goals and independence you will succeed. This is not a target audience that I want.

I want to target the Succeeders because they are ambitious and tend to want to be the best and try to be like others if the are also successful.