Advertising through the use of psychographics

Through reading through the extract audience segmentation, I have learnt that advertising can be done through the use of a 'hierarchy' and that before one stage can be satisfied, the stage before that must be satisfied, as a result you can narrow down your target audience. This hierarchy however was built on class, in 1970 an american advertising agency came up with a new way to view their consumers; this was by personal aspirations.

However in more recent times, there have been sub-species, which have also been renamed/nicknamed, as 'yuppies', 'woopies', 'opals', 'lombards' and 'dinkys'. These represent different people, they are code words of which the companies aim, as a result it is easier to choose their chosen target market and can also choose their u.s.p (unique selling point).

I have decided to do a perfume/aftershave advert; I have chosen this because it appeals to esteem needs and/or self-actualisation. I say and/or because they are two types of appeal that can be linked together to gain a larger target audience. Through using an image of a famous 'hunk', I will be able to advertise the product to show perfection or as close to perfection as possible; the choice of 'hunk' depends on the demographics and chosen target audience as some may have a different idea as to whom the perfect 'hunk' is. As a result the target audience will feel that by using the product then they are closer to perfection, as a result attracting the opposite sex (or if they swing that way, the same sex).

The mise-en-scene will be someone taking their top off slowly; followed by that person diving into the water, end shot, pulling themselves out of the water ... Davidoff Cool Water