This document discusses the target audience for a music video about teenage drug and alcohol abuse. The target audience is 16-21 year olds in the UK. Specifically, it will target both male and female British youth of a variety of ethnicities from a lower socio-economic background who would be able to relate to the themes of exams, friendship and social pressures. Regional elements featured will be recognizable to a British audience.

1. S E C O N D A R Y
R E S E A R C H
M A I N T A S K

2. T A R G E T A U D I E N C E :
• The use of ‘GEARS’ can be used to explain our target market
for our main task music video (A Young Understanding -
Sundara Karma). GEARS stands for…
• GENDER
• AGE
• ETHNICITY
• REGION
• SOCIO-ECONOMIC GROUP

3. G E N D E R :
• We intend on featuring a mix of genders within our
production - however, we intend on the main character of
our production to be female, we decided to incorporate a
female lead to our production in order to mix together our
third initial idea of ‘feminism’ - as this was the second
most popular idea within our research we decided to
incorporate a female lead.
• However, as we intend on having a mixed cast within
other scenes of our production there is no specific
gender within our target market.

4. A G E :
• Our production is based on teenage drug and alcohol
abuse and focuses on themes such as exams, friendship
and socialising. We intend for our target market to be of
a similar age range 16-21 year olds (between secondary
school - university age) those who are still sitting exams
and are aware of the stresses of being a youth in modern
society.
• Also, the use of drugs/alcohol within the production
would not be suitable for youths under the age of 16 to
view.

5. E T H N I C I T Y :
• We do not intend for our music video to be targeted at
a specific ethnicity - within our production we intend on
using a mix of different ethnicity actors, thus are target
market is youths of a wide range of ethnicities.

6. R E G I O N :
• As our production has no dialog - there is not a specific
region we are targeting towards.
• However, we will be using scenes featuring British style
exams and other British settings - our target market is
not international youths as some of the settings would
not make sense internationally (e.g American exams
are sat differently to British exams)

7. S O C I O - E C O N O M I C G R O U P :
• As our target market is youths between the age of 16-
21 (students) their socio-economic group is likely to be
at the lower end. Within Young and Rubicam’s 4C’s
model this would be a grade E “state pensioners or
widows, casual or lowest grade workers, students”

8. T A R G E T A U D I E N C E - I M A G E S :

9. T A R G E T A U D I E N C E - I M A G E S :