Media Diary Week Three

Audience Classification - Cadburys Phil Collins advert

Everyone has seen it, the classic advert with the drumming gorilla that has nothing to do with chocolate bars at all yet probably Cadburys best advert to date. However, not all members of the audience will agree with this statement, as people have different opinions and are targeted by different sections of the media for different things. 

Income/Status Model

By classifying members of the public in categories based on the wage of the main earner in a householder, I feel the ideal target audience would be anyone from class B and below. This is due to the inclusion of 'creative' types in class B who would appreciate the individuality of the advert and the skill that has gone into it for them to accurately play along with a piece of music. Below this, everyone else would enjoy it as the advert is not segregating any social class and instead leaves itself open to favour from all angles from people who work and watch television for a break from the ordinary and mundane every day life.

Audience Profiling 

Hartley and Fiske's subjectives feel too specific for an advert showcasing a man drumming in a gorilla costume, nevertheless we can state that the ideal gender would be males with the adverts immature nature and aggressive style of playing the drums. The age group would be anyone who was old enough to appreciate the song, In the Air Tonight, and younger because they will find it funny and easier to endure than other standard, boring adverts for other institutions. Families would be able to enjoy the advert together in between their favourite shows that they watch together as the children would find the feature of the gorilla amusing and the parents would appreciate the humour their children feel and can relate to those emotions. Beyond this, subjectives such as nation, politics and religion become obsolete as the advert is broad enough to be appreciated by the educated and uneducated alike with its creative yet simplistic style,  and no favour towards any particular social or religious class.

Young and Rubicams '4Cs'

Through Cross Cultural Consumer Characterisation, we are able to state that the targeted group would be the 'Explorer' category. This is due to the adverts creative, indivudual and innovative, witty style that would appeal to their desire for discovery and something new.

Lifestyle Categories 

In my opinion, the categories of the 'Cynics' and the 'Drifters' would appreciate the advertisement the most. I think this due to the fact that, because of its long run time and unique style, people - 'Cynics' - are bound to find the advert irritating (especially after multiple watches) and may even turn on it just to spite what the majority of people think. However, 'Drifters' would find the advertisement appealing due to its individual nature and the fact that it does not try too hard to sell its product, just simply provides people with a fleeting, momentary sensation that will stick in the head of people with an open mind enough to accept it.