Psychographics

The words highlighted below are associated with each Psycho graphic group.

1)Struggler

Struggler seek escape.
The advert above is about an Anti-Binge Drinking and the effect alcohol has on teenagers. The editing of this advert is effective in showing the danger of what alcohol can do and uses a twist to the advert. This is because, the ending of the advert is suppose to be the beginning as the teenage girl get hold of the alcohol from her dad, and then the beginning is of her getting hurt maybe raped by a guy due to alcohol. The twist if effective on the audience because, from the beginning the audience would wonder how did she get into this position and what happened; therefore the reverse clips the stages in her life, highlight how easily alcohol can lead to consequences.  I think this advert appeals to the psycho graphic group of 'Struggler' due to several reasons. Firstly, 'struggler' seek for escape which highlights the female character in this advert as the only option for her to feel free is by drinking. Also, it could suggest  that she is easily influenced by her friends because from the advert they drink as well therefore she might want to feel included. Secondly, from the beginning half of the advert when the female character is at the party as audience, we see she is having fun and not acknowledging how much she is drinking, suggesting she is a  heavy consumer of alcohol. This could suggest that she has a low-self esteem therefore she drinks a lot to make her feel better about herself. This links under the category of a 'struggler' because, it conveys how teenagers can be easily influenced. In this case, the alcohol has left the female character feeling alienated due to the consequence she had to face for being drunk; this is shown at the beginning. 

2) Aspires

Aspirers seek status which means they have strong ambitions and want to succeed. This advert would appeal to the psycho graphic group of 'aspires' because, Cheryl Cole is used as a celebrity endorsement to promote L'Oreal and as we know she has worked hard to get in to the position she is in now; individuals would aspire to be like her. Also, young people fall under this category therefore, this advert would appeal to them as they might be intrigued in buying this brand. 'Aspirers' seek to improve themselves and define themselves by the high status brand names which they own and consume; links to his advert as L'Oreal is a successful branding company. Moreover, I researched the characteristics of an 'aspirer' and one point it made was, individuals who pay attention to their appearance and is fashionable/trendy. This point is suitable for this advert as it is promoting hair dye which is associated with appearance (looking good) therefore it would appeal to 'aspirers'

3)Explorer

Explorers seek discovery. 
The advert above would appeal to the group of 'explores' because the different shots of this advert highlights people who are love taking risk and is adventurous; this is associated with 'explorers'. As I mentioned before, explorers seek discovery which means they are the type of individuals who want to experiment with life therefore taking part in dangerous sports, visiting different parts of the country, breaking the rules ect and this is clearly shown throughout the advert. Also, this could suggest that explorers are typically associated with the younger demographic students because they could be the first to try new brands and they are seen as being more risk taking and breaking the rules, compared to adults.


4)Reformer

Reformers seek enlightenment. 
The advert above is promoting the offers Iceland has and how cheap the frozen food are, which makes the consumers pleased. I think this advert would appeal to reformers because, they are known as actively consuming eco-friendly products and this advert highlights that from the price; as it is cheap. Also, they buy products which establish this 'caring and responsible' ideology, and this is shown in the Iceland advert as it promises the consumers about the cheap processed frozen meals.

5) Succeeder

Succeeder seek control.
I chose the Lexus CT 200h Kylie Minogue Advert, for go under the psycho graphic group of 'Succeeder'. This is because, 'succeeder's' are individuals who have strong goals, confident,  typically have an higher management or are professionals ect. and all of these link to Kylie Minogue as she is a celebrity. I think this advert appeals to this psycho graphic group, because clearly the advert is promoting the brand new car to people who are wealthy (have a high management job) which is typically associated with succeeder's as they are individualise who have climbed up the social ladder. Also, this refers to Kylie Minogue in the advert because as she is a celebrity she is wealthy and looks confident ( refers to succeeder's) therefore, she is seeking control as she has worked hard to become successful and wants to keep control of that.

6) Mainstreamer

Main-streamers seek security. 
The advert above is promoting PG Tea Bags, which would appeal to this specific psycho graphic group. This is because, through advertisements mainstreamer's would be intrigued in a brand which is suitable for the family; PG Tips highlight this as it targets a family orientated audience. Also, mainstreamer's are traditional in terms of families and the roles, therefore adverts which promote a product of a reasonable price, they would be happy as mainstreamer's are prince conscious. I think this advert would be suitable for mainstreamer's because, they prefer things which are simple and not glamorous, also the advert is based around the concept of families which they would like. 

7)Resigned

Resigned seek survival. 
The reason why I chose this advert for the psycho graphic group of 'resigned' is because, one thing they are interested in is tradition and this advert highlights that, from the different stages of an individual life; born, education, marriage, having a family. Also, 'resigned' are typically for older people, therefore this advert would be suitable for people in their late 40's+ or even elderly. This John Lewis advert would appeal to this psycho graphic group as the brand conveys safety, familiarity and economy which is suitable for 'resigned'. This is effective, because the brand could suggest that John Lewis clothing or even furniture has never unsatisfied their consumers, therefore they can trust the brand.

A Brief description/psychographic profile of myself. 
Gender:Female
Age: 16
Religion: Sikh
Nationality: British Asian
Social Economic Classification: class E (as I am a student and does not work at the moment)
I am a person of strong ambition and aspiration to succeed. Also, before buying something I begin to think to myself if it is worth it or not; conscience consumer. However, I buy brands which reflect my interest and inner personality. I enjoy going out with my friends/family, reading novels/magazines, watching my favourite TV dramas ect. Furthermore, the ten brands which appeal to me are:

• Lush
• H&M
• New Look
• E4 
• E! Entertainment
• MTV
• Urban Outfitters
• Forever 21
• Ferrero Rocher (chocolate)
• Glamour Magazine.