audience 1e
TRANSCRIPT
Young & Rubicam’s ‘4Cs’ #3
Audience Classification
Maslow’s: ‘Hierarchy of Needs’ (1943)
One humanist psychologist who is
constantly referred to in the study of
Communication is Abraham Maslow
He believed that human actions and emotional
behaviours are governed by ‘motivation’.
This involves fulfilling our needs.
Maslow believed that you have to satisfy basic needs before you can be aware of
and fulfil higher ones
Decide which
needs are most basic,
which are the
highest, Justify your answers and give examples.
Physiological / Survival Needs
Safety Needs
Maslow’s: ‘Hierarchy of Needs’ (1943)
Social Needs
Love and Belonging
Esteem Needs
Self Actualisation
Maslow’s: ‘Hierarchy of Needs’ (1943)
Physiological / Survival Needs
Safety Needs
Maslow’s: ‘Hierarchy of Needs’ (1943)
Social Needs Love and Belonging
Esteem Needs
Self Actualisation
KS5 NSD
Where do you think you are positioned?
Young and Rubicam Young and Rubicam are a
world leading marketing company that divided the
entire consumer basis of the planet into seven segments,
this is known as the 4Cs.
http://www.4cs.yr.com/uk/
Complete Y&R’s questionnaire to find out what motivation is most important in your life:
Y&R's Cross Cultural Consumer Characterisation
(4Cs for short) is a consumer segmentation that 'characterises'
people into recognisable stereotypes that reflect the
operation of each of a set of well-known human motivations.
Young and Rubicam base these within Maslow’s ‘Hierarchy of needs’.
Discovery
Enlightenment Control
Status
Security Survival
Escape
3.
Maslow compared with 4Cs
Physiological / Survival Needs
Safety Needs
Social Needs Love and Belonging
Esteem Needs
Self Actualisation
Discovery
Enlightenment
Control Status
Security
Survival
Escape
Self-esteem
From others
The Resigned
The Reformer
The Explorer
The Succeeder
The Aspirer
The Mainstream
The Struggler
Character Type:
Applying the 4Cs Model
KS5 NSD
The Mighty Boosh is a British situation comedy (sitcom) that would appeal to the Explorer audience category. Whilst there are
many elements of traditional sitcoms, The Mighty Boosh is experimental in its use of a humour through strange &
unconventional characters and unrealistic settings. It also uses a combination of live action and occasional animated scenes, and added
to the unusual mix are musical numbers which makes for a bizarre hybrid show that offers a new experience and challenges an
audiences expectations of the traditional sitcom
Toy Story 3 is a computer animated film from Disney/Pixar that would appeal to the Mainstream audience category. Not only is Disney a well trusted and household brand name, but the Toy Story series of films is also very well known as two of the most popular animated films of recent years. The audience would be aware that this film has ‘something for everyone’, the subject matter & story for children and potentially some humour appealing to parents. It would also provide an opportunity to enjoy something as a group. The Mainstream audience could be secure in the knowledge that their expectations would be met.