Psychographics, Demographics and Target Audience.

Psychographics - 

Psychographics: the thought processes of individuals including ambitions, social class and interests and age. The groups and categories include:

• Explorers
• Aspirers
• Mainstreams 
• Succeeders
• Strugglers
• Reformers 

Explorers - 

These individuals constantly search for new experiences in life. They seek challenges and new discoveries to do with being outside their comfort zone and enjoy being different Typically categorised into a younger demographic of students.

Aspirers - 

These groups revolve around being materialistic and gaining high statuses in society. Their image mostly consists of high labelled fashion brands and are most common in young adolescents. Overall attractiveness in image and persona is their goal. These groups of people usually include younger people.

Mainstreamers - 

These people usually stay and find comfort in staying in a domestic environment at home. Mainstreamers are usually the biggest and most sentimental group, caring for family.

Succeeders- Orientate around work and have strong work ethic therefore usually make it and become successful in life.Their choices of things such as fashion is based around the rewards that they earn therefore usually owning high quality products. Other traits this group of people have include being confident and organised.

Strugglers - 

Different to succeeders, strugglers are usually unorganised and may lack physical skills. They're commonly known to buy alcohol and take part in lotteries in order to find an escape and distraction. Included in the working class and causal grade workers demographic.

Reformers - 
These groups of people are anti- materialistic, however are aware of good products and have a good taste in fashion. Characteristics include independancy and self awareness.

Demographics- 

Demographics is statistical data taken of averages of characterised populations for example, class,  occcupation / income, age education, etc. Using demographics would be important in terms of conducting primary research to decide what audience to interview / provide a questionnaire with for a specific product, then breaking the response information down into smaller categorised groups of audiences. For example, knowing a persons age indicating reasoning behind a purchase of a product, along with knowing their income / if they have a job therefore showing which price range of products they would or usually buy. Demographics include social grades ranking from A-E, based on status and income. A-C usually include groups of people who demonstrate deffered gratification and elaborated code including wider vocabulary and more complex sentences, compared to C2-E, who express immediate gratification and restricted code, where language used is more restricted with simple / shorter sentences. 

                                                      

 Target Audience -      Introducing Pot Noodle. 
As our product for this initial project is Pot Noodle, aspects from primary and secondary research, target audience and overall semiotics are required in order to fully understand and make our future advertisement as successful as possible.
The target audience for Pot Noodle consists of young adults, the majority of this group being in university. As the opportunity requires adolescents to be independent, food and money may become a challenge. Pot / (instant) noodles are cheap and easy to find in local supermarkets, along with no complicated cooking required. This therefore indicates that our product is specifically aimed at these students and will sound appealing / easier for them, making them our target audience.
Other specific audiences may include full time working adults, who carry a busy schedule and have no time for cooking. The Noodles can provide enough fuel to keep the person going and are ready at a fast rate, making it an ideal snack.

Example of a target audience, university student with a busy schedule- 

Name: James Smith

Age: 18

Occupation: Student / part time job in retail.

Place of Birth: Croydon

Hobbies and interests: Sports such as; athletics, football and rugby. Studies business therefore has a
busy schedule, along with attending an outside athletics club. Also has a few younger siblings. Enjoys photography in spare time.

Ethnicity: White, British.

Aspirations: Graduating from university with a diploma in business studies.

Mindset: Focuses on his education, hardworking and determined to do well. Enjoys university however
at times finds being independent difficult in terms of location, income and food.
Our product saves time in James' schedule and could reduce overall stress for students by saving
their time, in this students example, there would now be more time for outside athletics, ensuring a
balance between studies and outdoor activities / hobbies including interests.

Further moving image analysis - Thomsons

Thomsons video advertisement analysis - 

Semiotics of cinematography and mise en scene -

The advert starts in a middle composition with scenes filmed at a slow pace and a still frame but moving subject. For example, the cameras fixed position focused on the edge of the swimming pool when using depth of field, whilst viewing the background water moving. 
The initial image is at a wide shot of the beach, with scenes of waves and relaxing settings.
Themes of romance and family are explored by showing characters as happy in the company of each other and in close up shots, showing their joyful facial expressions making the audience feel involved, warmed and welcomed to the company. The characters being in a beach situation gives the initial idea that the advert is going to be relaxing, contributing to the company's main holiday goal. 
Low camera angles looking up to the character indicate how powering and invincible someone can feel after booking a holiday with the company.  
The tilt movement of the camera from an over the shoulder and close up shot shows the emotion of a character through a hug of another. 
More characters than props have been used, showing the strong & overpowering connection Thomsons holidays has - in a developing tech society, the advert distracts viewers from being materialistic.
Costumes worn are mostly revolved around summer lounging and swimming activities. Body language and movements taken place by the people show that their are flexible and free. Characters are frequently intertwined in a scene together through hugging or having fun, symbolising how going on holiday can expand relationships e.g with family and how Thomsons holidays provides this. The characters are overall portraying happy, relaxful behaviour. 
The lighting of scenes varies depending on the settings and angles filmed at, for example a scene of a character in the swimming pool at night from a low angle has contrasting bright lighting from the pool and darker lighting in the background .
The advert ends in a point of view shot with unsteady camera movements,making the viewer feel physically part of the video.
Depth of field is also used at the end of the advert with the background image blurring out, and Thomsons' slogan and text showing.
The composition of a scene involves focus pull, from the focus on a characters arm to their face. Intentions behind this could be to slow down the moment  and show the loving facial expression of the character. 

Sound and editing - 
Non dietetic, calming background music has been used, linking to the relaxation theme and further making the audience feel comfortable. 
The voice-over & speech at a slow pace links to the slow cut images and makes the audience listen and appreciate the loving / warming language used in the speech, along with being recorded in a child's voice. The soothing child voice could symbolise how rejuvenated and young one can feel after booking a holiday.
The overall meaning of the speech implies how your mind is put at ease and how you find individual comfort when booking with this company.
Cuts are slow yet steady paced taking 3-4 seconds, contrasting between subjects such as the family and the attractive holiday location. 
Subjects within scenes transition frequently for example a scene of family members cutting to an underwater shot. This symbolises the vast amount of activities to participate in with Thomsons holidays. 
Though there are no quick cuts, the subject some scenes builds excitement. 

Analysis of a moving image advertisement - O2

 O2 advert analysis 

 O2's inspiring advert based around an astrology setting and space themes involves various shots, angles and cuts. The voice over, parallel sound and poetry speech adds meaning to the advert and is different to other adverts seen on a basis. Messages behind the advert can be connoted as deeper and more meaningful, making the advert and company memorable to audiences.

Cinematography and mise en cine 

The cinematography of the advert involves close up shots and repetitive cuts, usually when the advert speeds up in pace. An example of a close up shot is of the male's eyes, showing the fascinating reflection of earth.
Wide and long shots of the galaxy are used, showing an area of the infinite surrounding.
There is as a fade into the advert from a black screen with a white spectacle, introducing the main subject as an example of a wide shot at an eye level angle.The character wears a dark, plain costume, symbolising him as a ordinary person just like the audience viewing the advert. This may be successful as the audience feel as though they can relate to a person in the ad, further making them feel connected and trusting the company.
The setting of space is interesting and strikes imaginative minds. As the actions that take place there are ambiguent to us, humans want to know more and are constantly intrigued, therefore O2's use of this setting is successful as it is guaranteed to compel a large amount of audiences. 
The characters body language relates to his speech exploring the main theme of communication, the core for a mobile network.
 A birds eye view of the character along with high shots and angles symbolises the power space has over this person. O2 could be referencing how powerful their company is, powerful enough to never let their customers down and sucesfully allow them to communicate with each other across the earth.

s   Editing -  
 Scenes in the advert involve the constant use of blue and transitions into various galaxy colours, occurring every 4-5 seconds - at a slow pace. Intentions behind a slow pace may be to keep the audience's attention on the mans inspiring speech. The mans speech portrays how we all live one life where one should communicate, talk and love with another, therefore having a mobile network where the company is reliable shows how easily you can communicate with the rest of the world. 

Towards the end of the advert, a contrast between human and nature is shown through a a view of the earths outer layer and a time lapse of a city, transitioning to effects of water splashes. O2's intention of these 3 scenes may be showing the companies knowledge and power spread to the city / audience. This shows that O2 not only provide communications with another across the globe, but between the customer and company.
 The use of characters in water connotates a refreshing and hassle free life when contracted with O2.

Sound - 

The video starts with a powerful, exploding star sound immediately inforcing the idea of  ' man's greatest dream 'of exploring space, stars and beyond -  intriguing audiences, different to other advertisements making the viewer not wanting to skip.

Sound effects such as water explosions and droplets with ocean or earth scenes have been used, adding depth to the overall video along with parallel sound - for example slow music used with the editing technique, slow motion. 

The other sound technique used is the narrators voice as a voice over. The character uses poetic language further linking to the complex and ambiguous themes of space. 
Calming yet captivating background music is included, a non diegetic sound. The overall effect of this adds to the aesthetic visual.  

The Semiotics of Persuasive posters

The Semiotics of Persuasive posters 

Connotation & denotation - Vodafone

1. Vodapfones advertisement includes a raident nuclear family during a celebration. The advert immediately enlightens the audience by using emotional appeal. The cameras position at an eye shot makes the viewer feel as though they are in front of the people shown, also experiencing the happy atmosphere. 
2. The shot is all focused with the depth of effect used, leaving clarity for the balloons in the background.Other props, for example the picture frames, indicate a home setting - a comfortable environment. By doing this vodafone may have wanted the viewer to feel comfortable and symbolise a hassle free company.
3. The slogan and text includes statistics involving the country, placed in vodafones signature red colour. Viewers may therefore feel persuaded as they are provided with evidence of the companies success.
4. Furthermore, the bright red is repeated through the family's clothes, boxed slogan in the foreground and balloon in the background.The red in clothing and the families body language is subtle and, again links to a casual style. Vodafones red blends into the picture, possibly symbolsing the strong connections the company has between family /the idea of bringing family together. 
5.  The language used in the slogan is effective, - "you" The connotation of this is the company making viewers feel involved.

1. Other advertisements by vodafone include references to star wars. The company uses humour and engages a specific audience attracted to the series. Vodafones slogan, linked to star wars, is highlighted in this advertisement through the body language / action of the character.  
2.  Shallow depth of field is used with the football and headphones ' controlled ' by the character, along with- 
3. A Contrast between the greenery and recognisable red .The companies choice of colour, red, has powerful connotations. This is shown physically through the slogan always placed on top of background colours ( in this case, the green, nature environment ) 

Analysis of a print advertisement - coca cola.

Analysis / example of a media advertisement - coca cola. 



Denotation - cinematography 
Connotation - cinematography

• Shallow depth of field with coke bottle as the main subject, making the audience closer to the bottle itself along with highlighting the details added to the bottle such as water droplets, symbolizing the coke as refreshing. 
• Musician in the foreground, in a after concert / festival setting. Attracts a audience related to music or to those who enjoy listening. 
• Dark / raining setting in the background. Further focuses the audience to the colour of the coke logo printed onto the bottle.
• Bokeh effect - blurred red light also in the background. Company associating themselves with red which could remind audiences of the brand when coming in contact with the colour.
• Set during evening - indicating time to drink.

Denotation  - mise en scene

Connotation - mise en scene  

• Low camera angle, specifically for where the text and logo is visible to the audience.
• Various bigger props included within frame such as guitar, however, the main focus is still the bottle. 
• Costume is not outstanding or too bright, therefore keeping the focus on the main product. 

Denotation -text and logo

Connotation - text and logo 

• Universal coke logo placed in top left corner with the eye catching & recognisable bright red 
• ' taste the feeling ' slogan - Anchorage, adds depth to the whole advert. 

Camera terminology

When analysing media advertisements, terminology typically used includes -

Semiotics: separated into denotation and connotation:

Denotation – what you see, apparent meaning, the signifier.

Connotation- hidden meanings or messages behind products. Signified

Universal symbol – a symbol recognised worldwide

MES- everything in front of the lens - lighting, framing, props, camera angles.

Product may be the focus area of the image – up close to screen / audience.

Shallow depth of field – the foreground being in focus, background out of focus.

Depth of field- foreground and background in focus, both as important for advert.

Anchorage – when text ads more meaning to an image.

Persuasive Methods

Many persuasive methods are used as part of media advertising, ranging from humour to fear to successfully attract audiences. examples audience members may have come across include:

 Humour: Humour advertisements engage the audience by making them feel enlightened.
Companies advertising, using this persuasive technique, use a common sense of humour in order to please a large amount of the public.Viewers are also more likely to have a positive image of the brand in the long term. https://youtu.be/wapLaF5jmrU

Emotional Appeal: By making an advert emotional, the audience member feels more personally connected therefore remembers more about the product or brand. This is a stronger way of advertising, as there is interactivity with the viewers feelings and emotions, for example, making them feel nostalgic about childhood memories, happy about upcoming events, etc.

https://www.youtube.com/watch?v=rW36ZfTvp3U














Bandwagon: Bandwagon advertisements inforce the idea of 'FOMO' - fear of missing out. These adverts insist that life is better with the brand or product in possession, and without it, you may be missing out on the latest trends. Young adults / teenagers may be intrigued most by these adverts, as part of a fast technology developing generation, staying up to date on trends. https://youtu.be/WfX0MXvRwFo

Fear: These adverts show certain consequences if you do not own a specific product or do not take into account a message portrayed. For example, showing a person in hospital and bad side effects in an advert to quit smoking, or, not being healthy without eating the specific food being advertised. The seriousness of these adverts makes it memorable for viewers, especially in ads portraying extreme situations & punishment for not using or buying a specific product. https://youtu.be/SfAxUpeVhCg

Reward / hope:
Companies provide opportunities for the public to gain more by buying their product, for example,winning money or technology after buying the product or by sharing with a friend. This interactivity interests and attracts wider audiences. Smaller scaled rewards include an hour or 30mins free music listening on apps such as spotify, after watching a promoted advert. https://youtu.be/vz-w2g091cs


Experts: By including a person who knows and is experienced in a platform, viewers are convinced that this professional uses and knows what products, brands and processes are the best -  A trust is built with the product, therefore the audience is persuaded. https://www.youtube.com/watch?v=PBeRw_lqOG4

Testimonial:
This includes using public citizens to promote a product, e.g by filming their positive opinion / statement on the street. This could be successful as other members of the public viewing understand the similarity in persona - that regular, daily people use these products therefore creating a relatable vibe / atmosphere. However, other persuasive techniques such as reward advertisement may be more effective as audiences get involved rather than only given information. https://youtu.be/IURGLEfXtkU

Repetition-
Adverts can be effectively memorable with a catchy song or theme title, constantly being repeated in the companies advertisement. This consistency makes the advert memorable for a longer amount of time. https://youtu.be/tZndHQtTHlI