TARGET AUDIENCE CHARACTERISTICSExamples of how specific audiences are targeted in advertising

By Meg Garven MM1

Examples of target audiences Gadget Man – affluent male who must

have the latest technological gadget. Sports minded people – wannabe

athletes and/or those who like the fit image.

Women over the age of 25 – made to feel paranoid about the aging process.

Design characteristics that associate the advertisements with a target audience Interestingly the ads targeting Gadget Man predominantly feature

the products themselves, not the users. There is very little text in these ads, so a certain amount knowledge is presumed. The message is techno – know-how is very cool and images project a cool image.

Ads targeting Gadget Man

Print ad for Citroen cars, where a car metamorphosis into a powerful robot.

…Indicating immense power from a small engine

Ads targeting Gadget Man

The latest in mobile technology, the Apple iPhone.

Just what every upwardly mobile young man needs to make an impression

Ads targeting Gadget Man

And the latest super wide screen TV is an absolute must

Design characteristics that associate the advertisements with a target audience

Many of the ads (especially large companies like Nike and Addidas) targeting sport minded people project a sense of power with fitness. The use of technological advantage is quite prominent. Wear the latest shoe to give you the edge and you too can be immensely powerful and successful.

Ads targeting Sporty People

Combining skill with technology; wear the latest Addidas football boot ….

…and you too can be a genius on the field.

Ads targeting Sporty People

Clever of Nike to shift away from the stereotype of skinny fit women.

References to Serena and Venus Williams butts. But they are strong and powerful.

Ads targeting Sporty PeopleAsics take a different approach to the everyday man and women with a

series of graphic art images

My Running Partner makes me carry two plastic bags - a reference to the dog’s hygiene needs.

My Running Partner has eight arms - a reference to the rowing fours team in the background.

Design characteristics that associate the advertisements with a target audienceAdverts targeting women prey on fears, fears of aging, fears of getting fat etc. Unless you are young and slim you will not be desirable. There is a high use of technology and statistics to make the products appear more scientific, hence more effective.

Ads targeting women over 25Women are bombarded with anti-aging images and products .

Reinforcing the notion that youth = desirability

Ads targeting women over 25

Use L’Anza healing hair care products and you too can achieve…..

…The fountain of youth, beauty and of course popularity.

Ads targeting women over 25

In the battle to combat the aging process is just a click away in this ad