2. What is Rolling Stone?
• Created in 1967
• Not the band, but rather a magazine made
•
to inform on popular culture.
But who reads Rolling Stone?
3. The Target Reader
Name: Mike
Age: 30
Job: Human Resources Specialist
Marital Status: Single
Hobbies: Music, Skiing, Hiking, Going
out with friends, Sports
Favorite TV Shows: Burn Notice, The
Office, Man vs. Wild
Favorite Stores: REI, Barnes & Noble,
Apple, Bose
4. Music
As one of his favorite
hobbies, music is more
than an activity for Mike,
it is a lifestyle. He enjoys
discovering new music,
learning about bands,
and finding the newest
and best speakers to play
his music through.
5. Music
All of the music
companies are
vying for Mike’s
money and intrigue.
Therefore they all
look to impress.
These two ads both
have similar
structure, with
speakers stacked
upon each other,
showing a hierarchy
to appear popular or
7. Cologne
Mike is a young bachelor
who often wears
cologne when he
goes out. He is
programmed to feel
like these men when
he wears the cologne,
proving himself as a
‘manly’ man or
‘macho’ man.
8. Cologne
Position and
appearance of the
men attempt to
persuade the viewer
through appealing to
our need for attention
and to stand out
through smell.
9. Age
This article is about the
Millennial Generation,
comprised of
Americans between
ages 18-34. Mike
happens to fall into this
age group, along with
many of his friends and
coworkers who also
read the magazine.
10. Age
It is clear that Mike is well
over the age of 21; he is
being offered higher
quality tequila and other
reputable alcohol.
11. Age
The alcohol ads employ
appeals to the need
for prominence.
Viewers like Mike
are attracted to the
reputation of the
moonshine ad, as
the company
survived through
prohibition, and the
name ‘platinum’ for
the Bud Light ad.
13. Outdoors
These ads reinforce
the idea of traveling
and sharing
memories through
travels. The Jeep ad
alludes to the
freedom of America,
aware of the power
that the word
‘freedom’ carries in
our country.
