Young & Rubicam developed four categories of consumers: mainstreamers, aspirers, reformers, and succeeders. The document discusses targeting mainstreamers and aspirers for the film trailer. It also outlines three gratifications the trailer will provide: diversion, surveillance, and developing a sense of personal relationships with characters. Finally, it asserts the trailer will appeal to audiences through its narrative pleasure, with a twist hinted at but not revealed that mixes science and horror to threaten society in an unspeakable way.

1. Audience theories –
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2. The four c’s (Cross-cultural consumer
characteristics)
• Young and rubicam, an American advertising agency, developed their own theory to of categorisation of
consumers. This categorises in the way that they see films and how they think about them. These four methods
are mainstreamers, aspirers, reformers and succeeders. We are targeting:
• Mainstreamers: Aspects of our trailer conform to stereotypes, although it is closer to a niche audience as it does not contain signs that would
draw a mainstream audience and lack of budget. They are the largest group of people within this system and so targeting them allows a much
wider range of audience. Also they can establish a strong sense of security within the fact that it conforms to them.
• Aspirers: Aspirers will wish to feel above mainstreamers and feel smart. They will want to find the twist in the tail and dive into a sea of thoughts
before they have even seen one scene from the film. Although we will make it a challenge for them to find the real answer.
•

3. Uses and gratifications
• Out of the suggested types of gratifications used by Blumler 1972, we decided that are trailer will be
using three of these. they include:
• A diversion: we do not wish to educate or inform the audience, this is purely for entertainment
purposes .
• Surveillance: During our film (definitely the trailer) the audience will know more than the characters,
they know that there will be a disruption in the equilibrium because they expect it.
• Personal relationships: during the film the audience may get to know some background about the
characters and developing a sense of feelings, so the audience can feel a sense of regret or
sympathise with them when they can see they are doing something bad with a good meaning.

4. Narrative pleasure
• The narrative pleasure is what appeals to a certain audience. We believe that our film will
appeal for a reason within the fact that it has a great twist within the story, building up to a
horrific event that is hinted within the trailer. This plays on the imagination of the audience as
they are oblivious to the ending of the trailer. We also believe that mixing science with horror
will touch upon the audiences feelings, as seen in similar films, mixing the two together can
only create something unspeakable that will threaten the lives of society.