The document profiles the target audience for a documentary about societal pressures regarding appearance and body image. The primary target is white, female, age 25+, class B-C1. The secondary target is mixed race, female, age 18, class C2-E. Various frameworks are discussed for categorizing the audience, including VAL types, Maslow's hierarchy, and Mosaic profiling. Marketing strategies aim to attract millennials and utilize below-the-line advertising like social media.

1. Audience Profiling
We are targeting young people who
experience the pressure of society regarding
their appearance/ body image.We are basing
our documentary on these pressures and
informing our target audience on why society
stereotypically aspire to look a certain way.

2. Our target audiences:
Primary:
Class: B-C1
Race:White
Age: 25+
Gender: Female
Sexuality: N/A
Secondary:
Class: C2-E
Race: Mixed
Age: 18
Gender: Female
Sexuality: N/A

3. Primary: Class
B-C1
We have chosen this class because they have a high
income and are therefore able to afford things such as
plastic surgery and any other extreme measures which
can help to change someone’s appearance.We
deliberately chose not to include class A as the people
in this class are probably the people that work in the
industries (e.g. plastic surgeons) that promote societies
vision of ‘beauty’ and influence many people to go
ahead with such transformations.
The fact that we are producing a short film will also
help to attract this class as this form is much more
sophisticated and hence will appeal to the higher class
as they are stereotypically more intellectual.

4. Primary: Race
White
We decided to primarily attract the Caucasian
race as it is a westernised image which is most
promoted by the media.As a result of this we
thought that this race which would be able to
relate the most to our documentary.

5. Primary: Age
25 +
We initially wanted our primary audience to be younger
than this however after discussing we realised that people
any younger would not be able to afford things such as
plastic surgery and therefore we chose a older age group
to be our primary audience as we thought that they would
be able to relate the most and our documentary might
have more impact on them as it could prevent them from
doing something they were thinking about.
Having said this the 25+ age group are still young and
therefore will still be influenced by the media and feel the
pressures put on them by society.
For the same reasons I stated earlier about our chosen
class, the fact that we are producing a short film will
also help to attract this age category as a short film
form is much more sophisticated and hence will appeal
to an older audience as they are stereotypically more
intellectual.

6. Primary: Gender
We chose to attract females as stereotypically
they care more about their image and are
targeted more in the media.To reinforce this
there are many theories about females which
explain how they are sexualised in the media. For
example Mulvey’s theory of the male gaze states
that females are objectified and viewed through
the eyes of a heterosexual male. Because of this
we believed that females would be able to relate
more to our documentary which is based around
these pressures e.g. how we ‘should’ look and
therefore decided to target them.

7. Primary: Sexuality
Not applicable- we did not specify a sexuality
to target as the media doesn’t focus on this
when portraying their idea of what
‘perfection’ is.

8. Secondary: Class
C2-E
We chose this class as our secondary target
audience because the majority of this class are
young students who are just coming out of
education.We wanted to target a younger audience
as we believe that they are most likely to be
exposed to the pressures from society. As a result
of this we believed that they would be able to
relate to our documentary and receive the
gratification of personal identity.

9. Secondary: Race
Mixed Race
We decided to target the mixed race for our
secondary audience as through our documentary we
are promoting the idea that the ‘westernised image’
isn’t perfect. Because of this we thought it was
suitable to attract other races so that we can inform
them of this and give them confidence in their own
beauty.

10. Secondary: Age
18
We chose this age group as of secondary target
audience because students/younger people are
more exposed to the pressures of society. To
reinforce this, after some research it is evident
that this age group is most influenced by the
media and therefore we decided to target them
in order to inform them through our
documentary and try to prevent any actions
such as plastic surgery (to change the way they
look) from being taken.

11. Secondary: Gender
Female
We chose to attract females for the same reasons as
stated on the previous slide.
N/A
We decide not to specify the sexuality of our
secondary target audience for the same reasons stated
on a previous slide .
Secondary: Sexuality

12. VAL TYPE
VAL types are a way of categorising our audience members depending on what type of person they are. It is called
psychographic profiling and involves looking at values, attitudes and lifestyle.We have decided to target:
• The Innovator:They care about their image.They own a lot of material goods and enjoy the finer things in life.
We believe that this will be a good type of person to target as they have a high income meaning that they will be
able to afford expensive things such as plastic surgery.Also because they care about their image they are more
likely to be interested in watching a documentary about appearance and plastic surgery.
• The Experiencer:They have a high income, buy lots of things and have to have the latest new product.
We believe that this will be a good type of person to target as they have a high income meaning that they will be
able to afford expensive things such as plastic surgery.They also have to have the latest thing so it implies that they
care about what others think and are therefore more likely to be interested in watching a documentary about
appearance and plastic surgery as they will want to do whatever they can to ‘fit in’ with the image portrayed by
society.

13. Young and Rubicam
This categorises our audience based on their lifestyle, values and interests.We have chosen to target:
The mainstream:Their core need in life is security, therefore implying that they need to ‘fit in’ and feel as
though they are accepted by society.This means that they are more likely to be interested in watching a
documentary about appearance and plastic surgery as they will want to do whatever they can to ‘fit in’ with
the image portrayed by society.
The aspirer: they are materialistic, acquisitive people who are driven by others perceptions of them rather
than by their own values. As a result they respond to what others perceive as being superficial: image,
appearance, persona, charisma and fashion.We have decided to target this type of person as their core need in
life is status and therefore are more likely to do anything they can to fit societies image of ‘perfect.’

14. Millennials:
Millennials are people who are born between 1980 to 2000.We have decided to target the millennials as they
are individuals who are more likely to have experienced pressures regarding their appearance/ body image.As
our primary and secondary audience are all born within the age bracket or 1980-2000, they are all classed as
millennials. It is crucial for us to target this type of audience as they are all around the age who are most
easily influenced and more likely to change their appearance based on societies beliefs of what ‘beautiful’ is.
• In order to attract the millennials it is important for us to consider where we market our documentary so
that they can see what we are advertising. It is also vital that we chose the correct positioning for our
film and where we exhibit it. For example a good place to exhibit our film would be independent
cinemas in cosmopolitan urban centres.This is because these areas e.g. London are popular places and
therefore have a large foot fall. We would benefit from exhibiting in independent cinemas as we are only
a small production and it will cost a lot less to exhibit our films in them when compared to larger
multiplex cinemas.

15. Maslow’s hierarchy of needs
This shows what an audience gets from a media product:
• Our primary audience looks for ‘self- actualization’ in media products.This means that they look for an
acceptance of facts. Because of this we have decided to target them as they would be easily influenced to
accept societies perception of what ‘beautiful’ is.
• Our secondary audience look for ‘love and belonging’ from media products.This means that they look for
friendship. Because of this we have decided to target them as they would be easily influenced to conform
to societies perception of beautiful in order to be accepted and therefore through our documentary we
would be able to educate them on what being ‘beautiful’ actually is.

16. Mosaic profiling
This form of categorisation is based on household income and living
arrangements:
• We have decided to target the category ‘urban intelligence.’ This is because
they are starting out in life and are therefore more prone to pressure from
the media.This category also includes significant ethnic minorities who
stereotypically aspire to be part of the majority. Because of this we have
decided to target them as the main point of our documentary is to inform
our audience and prevent them from focusing on societies perceptions.
•

17. Audience behaviour trends
How will we attract our target audiences?
After some research, we have learned that there has been an increase of attendance to film
festivals which suggests that the popularity of independent film has increased.This is positive for us
as we are producing an impendent film.As well as this, figures published by the BFI show that
independent film popularity continues to increase in terms of box office success.
In order to attract our young and sophisticated target audience, it is essential that we choose the
correct interviewees.This is so the industry expert can provide as much information and suitable
examples for our target audience.This will maximise the chance of the information helping the
audience make decisions and change their thoughts on the perception of beauty which is
ultimately our aim. By choosing the correct interviewees it will also help to attract our target
audience as they will feel like they can relate to what is being said.

18. Advertising our product:
• In order to effectively attract our target audience we have decided to
advertise our product through:
- Social media and web 2.0.This is because it is below the line marketing and
due to our target audience being digital natives it will attract them whilst
using their converged devices.