Psychographics Presentation

Young & Rubicam's Psychographic Test

Result: Succeeder

Although I do have a strong goal orientation, I actually thought I was a reformer rather than a succeeder. I'm not too focused on the quality of the packaging rather than their contents and I value the small things in life. I'm not very materialistic but still do like nice things. However I think I have traits that belong equally to both psychographic groups, therefore I think I may be both a succeeder and a reformer.

Cool Brands

YouTube 

YouTube is a video-sharing site that focuses on everything as anyone can post videos on there. All of Dyer's lines of appeal can be associated with YouTube as everything is on the site. The site itself is very diverse and varied. I personally like YouTube because it helps me with literally everything and anything as there is so much on there; music is also easily accessible on YouTube, which was one of the main reasons why I use it. 

Rolex 

Rolex is a luxury brand, predominately aimed at the upper class demographic due to it's unbelievably high priced watches. It would fit in with Dyer's line of appeal, rich, luxurious lifestyles and would also fit in with successful careers as the wearers and buyers of a Rolex would most likely have a high earning job. They would also be seen as very rich as they are willing to spend so much on a watch. I like Rolex simply because I love watches and I think their manufacturing is very stylish and beautiful.

Netflix 

Netflix provides on-demand media, from films to documentaries. The site itself appeals to everyone due to it's diversity, similar to YouTube. The main reason for this is because it has something for anyone and everyone. I like Netflix because I am able to watch anything at any time and quickly find a film to watch. 

Bose 

Bose is a brand that appeals to music lovers as it is such a well-known brand. Dyer's line of appeal, self-importance and pride can be associated with Bose as when you buy a Bose product you feel more important simply due to the brand name. I love listening to music so I like brands that provide high quality audio but also look stylish and cool, just like Bose. 

Sony 

Sony is such a diverse brand, specialising in technology. It is such a well-known brand that is also reasonably priced and provides great quality technology. Dyer's line of appeal happy families could be applied with the Sony brand as technology in general brings people together and Sony can help doing this. I like Sony because it is classic, it has built up a great reputation over the years, which makes it clear to me that it is a good brand. 

I think these 5 brands were part of the top 20 coolest brands because they are so reputable now, especially with young people. If you were to wear a Rolex watch you would be unbelievably cool as it is something that not everyone can afford and is something you would desire. If you were to have Bose speakers and a Sony TV you would be considered cool because they are also such reputable brands that everyone has heard of and everyone wants. Everyone uses Netflix and YouTube, if you didn't use the sites you would be seen as quite odd, therefore they have to be cool for people to want to use it and people to have to want to use it too.

Narrative

American Sniper 

We can clearly identify the protagonist of this film being Bradley Cooper, the male character. This is made explicit by the use of the initial close up and the fact that he is the only one we are able to identify with, within this trailer, as he is the only character that we see close up. Regarding Propp's stock characters, we can assume that the protagonist is the 'hero' of the film, trying to save the country (the princess) and of course the war being the villain in this situation. From this short trailer we are able to understand the narrative of the film due to the mise-en-scene; army clothing and weaponry, revealing a war scene. This film could potentially follow Todorov's theory as the equilibrium would have been when the protagonist was with his wife/girlfriend and was happy within his family life as he just had a child. This would then be disrupted by him being called to fight in a war, causing the disequilibrium and then of course a new equilibrium would result from this, be it positive or negative. The binary opposition would be harmony versus imbalance. Furthermore, there is a very tense enigma code created by the end of this trailer, 'will he shoot the boy?'  The trailer is left on an unbelievably tense cliff hanger. Also, we want to know whether he will get back to his family or not. 

Dexter 

We can identify that the protagonist of this TV show is Dexter, mainly because the title of the show is Dexter but more importantly because of the use of the non-diegetic sound of the voice over, which immediately highlights the importance of this character seeing as the audience are able to follow his train of thought along with him. Barthes enigma code is actually within the clip as Dexter asks the questions that the audience are thinking but we still want to know how the body was severed and how the person was killed. We also want to know whether or not the police will find the killer and who the killer could be. Dexter subverts Propp's stock characters substantially as he could be considered as both a villain and a hero simultaneously. We can infer that he wants to find the killer but then again we can tell that he is a deluded, psychopathic character as he asks himself why he didn't think of that, implying that he has murdered people before, revealing his 'villainous side.' Masuka is the donor, however he provides information that does not help Dexter but still makes him wonder, which is also an action code as we now assume that Dexter will try to hunt down this killer. Within this clip only,  Todorov's theory can be applied as the equilibrium would be Dexter doing his job and coming to a crime scene; then the disequilibrium would be Masuka telling him there is no blood, which disrupts his job and then of course the fact that the person has been murdered. 

The Great British Bake-Off

Propp's stock characters cannot necessarily be applied directly in this situation, however the thing that seems to be creating the complication for the contestants is their dough, therefore we may say that the villain is the dough and it's proving time. The helper for this woman, who is the central figure of the clip, is the microwave as she believes it can help her with her baking. The literal dispatchers would be Paul and Mary, who have set this initial task. Furthermore, the audience would be asking and wondering whether or not the microwave will prove her dough quicker than the rest and will it actually work? These enigma codes create an element of mystery and tension for the viewers as we want to know whether or not she is successful. This clip confirms Todorov's theory; the equilibrium would be before everyone starts their bakes, then the disequilibrium would be when they have to prove their dough and they would have to wait an hour and a half, which causes a great disruption with their baking processes. The new equilibrium for the female character would be that her microwave worked and she was able to cut her proving time by half, resolving her issue. A binary opposition has also been created, contestants versus dough. 

Brand Values: 100-10-1

Reebok 

Reebok is a sports, fashion brand that would appeal to a more working class demographic as it is quite in budget in terms of the pricing range. The brand uses celebrity endorsements, the most recent one being Kendrick Lamar, promoting his new Reebok trainers and also promoting the brand - this synergy makes the brand identity more well-known and fits in with Dyer's line of appeal, elite people. It would also fit in with self importance and pride as when you wear a Reebok product, you would feel more self-worth; the consumer would potentially feel of a higher status. 

The brand is about making the individual feel more important.

Pride 

Lacoste 

Lacoste is a very upmarket brand that sells high-end clothing. In reference to Dyer's lines of appeal, Lacoste would fit in with luxurious lifestyles, due to the fact that their clothing is very expensive; it would also fit into successful careers as the conventional person who would purchase a Lacoste item would predominately be middle or even upper class, with a reasonably high earning career. People who wear the brand would conform to this and would be seen as quite luxurious individuals; wearing the green crocodile identifies you and makes you appear of a higher status than someone wearing Nike, for example.

The Lacoste brand is about luxurious lifestyles, style and status. 

Luxury

Maserati 

The Maserati brand's tagline is "luxury, sports and style cast in exclusive cars." The tagline itself conforms with Dyer's line of appeal, rich, luxurious lifestyles as you would aspire and desire having one of these cars. The logo is a trident, which makes the brand seem dominant and supreme, fitting in with self-importance and pride as the typical owner would be upper class due to the expense. Also it would fit in with dreams as it is a desirable brand, one that is for people with successful careers and are essentially rich because the brand is so elite and prestigious. 

The brand is about exclusiveness and being an elite individual.

Unique

McDonalds 

The McDonald's brand is one of the most well-known brands in the world, having an unbelievably recognisable brand identity. The fast food restaurant would fit into Dyer's line of appeal, happy families - everyone wants to belong to the McDonalds brand, everyone goes to McDonalds and there is a sense of community within as it does not discriminate against anyone, rich or poor, you can still go into McDonalds. It's a brand that brings people together and although it is unhealthy, it is still the world's largest burger chain. 

The brand is about togetherness and a sense of belonging.

Symbolic 

Cow & Gate 

The Cow & Gate brand appears as a very loving and nurturing brand and we see this through the two interlocking hearts as the logo - connoting mother and child perhaps. The brand identifies with a few of Dyer's lines of appeal; happy families as there is a sense of togetherness within the brand; childhood as in advertising they would use cute babies to tap into a mother's nurturing instincts and finally successful romance and love, the main associations that come with a baby is a successful romance, therefore this would create a sense of love. 

The brand is about childhood and the importance of family.

Family 

BBC 3 Profile

The typical BBC 3 Programme
Channel airs from 7pm - 4am

The conventional programme on BBC 3 would be quite low-brow, therefore would appeal to a younger audience. The target audience for the channel is 16-34 year olds and pretty much any genre programme would be aired on the channel; from comedies to current affairs, however the one constant between these is that they are aimed predominantly at youths. The whole institution aims to "provide innovative content to younger audiences." Therefore the programmes aired on the channel would be quite relatable for a younger audience, mainly comedies and interesting programmes such as; Family Guy and Gavin & Stacy. Aside from the programme itself, the channel has a 60 second news bulletin between some programmes, which is short and provides a quick burst of current affairs that young people would be interested in, such as music. This is another aspect of BBC 3 that makes it relatable to a younger demographic.