Task 4: Target Audience

Young and Rubicam’s theory creates division of psychographics in terms of audience. By observing current existing products in relation to our own we’ve determined that the most suitable audience in terms of this model would be explorers. Typically these apply to those looking for an adventure and willing immerse themselves into another culture. This audience fits our production as the narrative of our production portrays an average 17 year old taking on another culture and emphasizing the differences encountered to create a humorous situation for the viewer to relate to. This specific target audience covers a young age demographic which benefits us as the comedy within the film would be most suitable and aimed at younger audiences within the ages of 16-24. In terms of social class, the film would most apply to an upper working class/lower middle class audience that still lives at home and in education can afford to travel and cover new experiences through financial aid of their parents.

The information locally provided by YouGov.co.uk supports my thoughts as it portrays the audience for a show such as Modern Family, which focuses on the same target audience we are aiming for with our production, to be generally males from ages 18-24 living in more densely populated areas and in a higher social grade. This generally portrays a passive audience that watches the show for recreational and entertainment purpose.

The Mosaic model provides an even smaller division to class individuals into. According to this model the most suitable audiences for our film would be considered BO8 – Bank of Mom and Dad and BO7 – Alpha Families. BO8 represents a demographic that continues to receive vast financial support whilst engaging in education, part-time work, and travel. These are typically well off families that may have found themselves experiencing culture clashes throughout their lives therefore able to relate to the situations portrayed within the production. BO7 represents families with fast-paced lives willing to potentially relocate for career purposes and may also find themselves in relation to the situations portrayed.