Young & Rubican developed an audience segmentation method called the "4Cs" based on Maslow's Hierarchy of Needs. The 4Cs divides all people into 7 types based on their core needs or desires: Reformers who seek enlightenment, Explorers who seek discovery, Succeeders who seek control, Aspires who seek status, Mainstreamers who seek security, Strugglers who seek escape, and Resigned who seek survival. Case studies on Tide and WaterAid ads show how they appeal to different audience types - the Tide ad appeals to Mainstreamers and Aspires, focusing on family and domestic roles, while the WaterAid ad appeals to Reformers by challenging norms and to Mainstreamers

1. ASY1 MEDIATHEORY
AND CASE STUDY
RECAP
Example presentation:Young & Rubican’ 4Cs

2. Overview/Introduction/Background
■ Young & Rubican (Y&R) are one of the
world’s most successful advertising agencies.
■ They developed a method of audience
segmentation based upon Maslow’s
Hierarchy of needs using people desires and
needs, instead of simply their age or gender
(psychographics, instead of demographics).
■ They called this the Cross Cultural Consumer
Categorisation, or ‘4Cs’ for short.
■ This method of audience segmentation can
then be used to target specific audiences.

3. Key Idea
■ According toY&R’s 4Cs, all of the people in the world can be divided into 7 types, based upon
their needs or desires.
Type Need/desire
Reformer Enlightenment
Explorer Discovery
Succeeder Control
Aspirer Status
Mainstream Security
Struggler Escape
Resigned Survival

5. Case study 1:Tide
■ Primarily, this advert might appeal to Mainstreamers, who seek
security.
■ Mainstreamers are said to be primarily cob=ncerned with their
families and the domestic sphere and this ad is for a home cleaning
product.
■ The advert features very ‘mainstream’ dominant ideologies that
reinforce traditional gender roles (the domestic female
stereotype) and do not challenge the patriarchal establishment.
■ The advert’s design is very conventional with a ‘friendly’ mode of
address and bright colours.
■ It refers to a well known brand (Procter and Gamble) that will act as
a guarantee of quality and assure the reader.
■ It could also be said to appeal to Aspirers who seek Status.
■ This is because the adverts feature several women talking to each
other about the product. A female reading the advert seeking the
approval of her peers will see the female characters in the advert
commending the product and wish to be commended herself.

6. Case study 2:Wateraid
• Primarily, this advert might appeal to Reformers who seek enlightenment.
• Reformers are said to be ‘socially aware, tolerant, independent of thought and
intellectual and so most likely to engage with an advert for a charity raising
money forAfrica.
• The advert also challenges mainstream views about ethnic minorities (positive
rather than pitiful representation.
• Conversely, it could also be said to appeal to mainstreamers who seek security.
• The narrative is about a young girl carrying out domestic tasks (collecting water,
washing clothes) and mainstream audiences with families are likely to
empathise with her situation.The accompanying song is also very upbeat and
accessible with a mainstream appeal.