Psychographics

7 Pyschographics segmentation

  Marks&spencer Adv 2012

Mainstreamers: This group is usually  the largest group which most people follow. They are concerned with stability and security, mainly buying 'well-recognised brands and consuming mainstream text. seek security, tend to be domestic, conformist  conventional , sentimental.  According to the socio-economic groups, this advert will most likely be target the 'B' group. these people for example may be: middle management,teachers, creative and media people, for example : graphic , designers etc.  in my opinion, i don't think would buy from pound store, Tesco's or Asda but would shop from places like Marks and Spencer's and wait rose which are more higher compared to the rest.

                                       

                                                              L'Oreal Foundation Advert 2012

                                                          

  Aspirers: are seeking to improve themselves. Aspirer seek status which means they have strong ambitions and want to succeed. This advert would appeal to the psycho graphic group of 'aspires as they tend to define themselves by the high status brand names which they own and consume, absorbing the ideologies of the products as their own and believing that their status is established by the conspicuous consumption. They are very materialistic  This advert is an advert for l'oreal foundation which can target these people because they are most likely to see the packaging see the models skin which looks flawless and buy it without thinking this advert can be airbrushed. The reason why this fits into this category is because aspirer want to improve themselves into someone better ( lookwise). 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'. 

                                                          John Lewis 2012 christmas Ad

Succeders: these are people that feel secure and in control- generally, they are in position of power, although they may not be. They buy brands which reinforce their feelings of control and power. This group are people who seek control, typically higher and management and professionals. this advert would most likely to suite this group because they want their power clash with their apperance, expensive high quality clothes. As they have full control they want to be better then the rest. 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.

Fair tarde chocolate Advert

Reformers: Are idealist who actively consume eco-friendly product and buy brands which are environmentally supportive and healthy. They buy products which establish their 'caring responsible' ideology. These are the people who seek  enlightening, freedom of restrictions and personal growth , has attended higher education and selects products for quality. This advert is adversing chocolate coffee from fair trade which means the farmers back in Africa get equal pay which is supportive and are treated fairly. 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 this fair trade chocolate advert. 

                                                         Shreddies Cereal Adv

Resigned : This group will be people who seek survival, are rigid and have authoritarian values, interested in the past and tradition and are typically older people. this advert is for more older audience.This group are the people who don't like change and want everything to be back to how it was back in the past. they are usually old people so they would probably be in the 'lower class' according to the social class system.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.

                                                                  Sports Direct adv

Struggler's:  These people are usually people that seek escape, few resources beyond physical skills, buy alcohol , junk food , lottery ticket. Also  Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation.This group of people would target the D and E category. The D and E people are people who are semi-skilled and unskilled manual workers , unemployed, students, pensioners and casual workers.  I think this advert appeals to the psycho graphic group of 'Struggler' due to several reasons. Firstly, 'struggler' seek for escape.This links under the category of a 'struggler' because, it conveys how teenagers can be easily influenced. 

                                                                  

                                                               Gucci Adv 2012

Explorers : These people who come under this category are usually people that seek discovery, their the first to try new brands, younger demographic students. The Explorer is a relatively new segment of society. Many feel these are the children of parents who were teens and twenty-something. This Gucci advert is a brand perfume,  it is most likely to be good quality which would impress the buyers. i believe these people would be from the ' higher- middle class people according to the class system because their the ones who usually finish higher education and get a degree. 

What type of psycho graphic group am I?
if i had to put myself into one of these 7 psycho graphic segmentation then i would be in the explorer'